The online dating community has captured the imagination of lovelorn smartphone users everywhere. People love its simplicity and appreciate how the technology behind it presents potential new romantic partners based on an algorithm of mutual interests gathered primarily from Facebook profiles.
This form of automated discovery has been lacking in programmatic digital advertising. Traders from both buy and sell sides need better deal-discovery mechanisms than currently exist so they can get beyond the limited circle of traders they already know and with whom they already trade.
As we pivot toward 2015, in order for the programmatic media community to unlock the full potential of the market, we need to collectively and individually prioritize the rollout of enhanced deal discovery products that will transform the digital advertising world into a more streamlined and fruitful marketplace.
2014 was the year that many brands, agencies and publishers acknowledged that programmatic is the new engine of digital ads. In a practical sense, the pipes were laid and the plumbing was done during the past year. However, in order for the space to really explode, the ecosystem must provide buyers and sellers with a compelling deal-discovery approach to help the players trade with greater confidence and convenience.
Display advertising is still stuck in the year 2000 when it comes to the amount of time wasted between buyers and sellers. In the context of programmatic-direct and private-exchange markets, the interfaces that should act as simple, clean and hyper-relevant conduits between buyers and sellers aren’t living up to the standard that both sides require. This area needs to improve in order to scale the programmatic opportunity for all marketers.
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