IAB tries to rebrand programmatic ad buying as 'automation'

Image: iStockPhoto

The Interactive Advertising Bureau, in an effort to create more understanding and perhaps borrow a more recognizable tech buzzword, is trying to rebrand programmatic ad buying as "automation."

IAB released a new report titled “An Evolving Framework for Advertising Automation,” which the group hopes will “create clarity around programmatic functions and encourage more meaningful conversations among buyers, sellers, and technology vendors.” The report is specifically geared toward forming a consistent vocabulary and structure for programmatic advertising.

Programmatic typically refers to a process where agencies and ad buyers can forego traditional processes like submitting proposal requests and insertion orders and instead use software to buy digital advertising.

Sponsored by Dell Technologies

Whitepaper: How to Elevate Your Content Delivery Workflows With Dell EMC PowerScale

Learn how Dell EMC PowerScale helps meet surging viewer demand while reducing costs with a single centralized platform for the ingest, processing, and delivery of the content your viewers love.

RELATED: From DAI to programmatic: Why advanced advertising is giving pay-TV operators a reason to stay in the video biz

“With nearly 80 percent of digital display advertising transactions expected to be automated this year, it’s time to redefine and be more specific about the full range of underlying ‘programmatic’ processes, tasks, and platforms,” said Dennis Buchheim, senior vice president of data and ad effectiveness at IAB, in a statement. “With this framework, we want to support the industry in achieving more deliberate and comprehensive automation—where it drives real value—while also supporting supply chain transparency, brand safety, and overall growth.”

“As marketing and advertising technology continue to improve and impact our industry, it’s appropriate to adopt clear language on how automated processes, tools, and transactions lead to greater marketing effectiveness for brands,” said Christopher Murphy, chief strategy officer at Omnicom Media Group Programmatic, in a statement. “We support all efforts to simplify terminology and educate the marketplace on the value and benefits of technology, data, and automation.”

RELATED: Local programmatic ad spending to reach $37.6B by 2021, BIA/Kelsey says

Despite any perceived lack of clarity around programmatic ad buying, the market for automated advertising is projected to grow over the next 5 years. BIA/Kelsey predicts the market will be worth $37.6 billion in 2021.

Suggested Articles

WarnerMedia scored a key HBO Max distribution deal with Comcast just as it launched in May. Nearly six months later, there still isn’t an app.

Peacock, NBCUniversal’s recently launched streaming video service, is rolling out 20% discounts on annual Premium subscriptions for Black Friday.

How can we defend ourselves? Mostly, it’s a matter of common sense.