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.
“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.”
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.