06.01.2023
Robert Stahl.jpg

Lots of potential, lots of to-dos for new Programmatic channels

Audio, TV, cinema, outdoor advertising and print are considered the "new kids on the block" in the programmatic world. They are gradually being connected to the programmatic cosmos and are raising high expectations in the advertising industry. But where are the problems and what are the prospects for the future? ADZINE asked around in the adtech industry to clarify the current development status of the "new programmatic children" and to capture their prospects for 2023.

From the point of view of the media genres, development will gain momentum in two directions, says the managing director of Goldbach Germany Robert Stahl: On the one hand, new channels will be opened up, mainly through the "Internet" distribution channel. This will make it possible, for example, to optimally serve all types of connected TV with advertising. On the other hand, classic media such as TV, radio and print will also establish all elements of programmatic advertising. "The only difference will be the real-time element, as delivery here will only take place with a time delay. But that's not a no-go for programmatic or, in this case, automated," Stahl explains. According to his assessment, media genres such as digital-out-of-home (DOOH) will establish themselves further ahead programmatically, as the learning and implementation problems have already been largely overcome.

Access to data will play a decisive role in making new channels programmatically bookable on a large scale, says Robert Stahl. Unfortunately, they are not equally available to all market partners. Booking campaigns via a demand-side platform (DSP) alone does not enable targeting. But according to him, the international groups will "of course initially present themselves very smartly" with their data and resulting targeting opportunities. "So the challenges will be comparable KPIs and their availability," says the Goldbach managing director.

You can find the entire article on Adzine here.