6 Things To Know In Programmatic For 2016

Via MediaPost

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.

Read it all here.

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