Programmatic buying has taken the digital advertising world by storm and with many brands and advertisers late to the game, 2015 could be a breakthrough year for programmatic. Accompanying this adoption is the growing desire for transparency in the programmatic buying process, cost-cutting, as well as the desire to leverage firstparty data. The result has been many brands establishing or planning to establish in-house teams to run campaigns via self-serve platforms.
With over 60% of the market either new to the game (18 months or less) or not yet using programmatic advertising (but planning to use it), the growth potential for programmatic in 2015 appears promising. The other key theme that may shape programmatic advertising in 2015 is the growing trend of establishing inhouse buying teams.
Given these two trends, we believe covered companies likely to benefit are FUEL, TUBE, AOL and to a lesser extent, YUME, which is rolling out a programmatic offering in 2015.
