Programmatic Goes Beyond Display Ads, Opening Up New Creative Possibilities

Ad Age: More brands understand the urgency of programmatic.  Yet, they face an uninspiring choice of ad-formats, bland display and boring banners. Not anymore, says Undertone, an ad-network that now offers homepage takeovers and pushdowns, available through automated buying. Undertone is trying to gain a greater share of ad-budgets by offering  these new formats on sites owned by Gannett, American Media, USAToday Sports, Accuweather, and Bonnier Corp.   Will more brands move into the programmatic game, and will existing players increase their spend, simply because there are flashy new ad-formats?  Perhaps not. But its one step forward.    One key drawback though, is that brands will not be able to select which individual publishers will host their ads. Yet gaining any greater share could mean big business: eMarketer predicts that the direct programmatic market represents $3.8 billion this year and $8.5 billion by next year. Read more…

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