The gist: eMarketer analyst Lauren Fisher makes six programmatic predictions for 2016. She makes predictions on mobile programmatic and discusses the growing importance of first-party data.
More information: MediaPost interviewed eMarketer analyst Lauren Fisher and got her take on six hot topics in the programmatic space heading into 2016. Of note, Fisher said she believes “first-party data will continue to be a big deal for advertisers, and it will continue to draw the ad tech and marketing technology worlds closer together,” per MediaPost.
Said Fisher: “Advertisers want to identify their audiences across devices and screens. It’s critical. For most, first-party data is what’s powering that ability today. We will see marketers take first-party data that’s powered marketing initiatives like marketing automation, and bridge it with the ad-tech side like retargeting and programmatic media. Not only will this help with cross-device targeting, but it will also make coordination between marketing and advertising objectives even more essential.”
Fisher also made prediction on mobile programmatic, native programmatic, header bidding and more.