2016 is set to become the year that native programmatic expands to ensure greater ad targeting precision, higher user frequencies, retention and ROI for both publishers and advertisers, according to Tanuj Joshi, senior director of Strategic Media Enablement at MediaMath. Publishers are now being encouraged to acquire better forecasting tools so that buyers can predict what kind of inventory will be available in the future. Native delivered properly is a win-win,” Joshi says. The report also found that advertisers have been able to increase their reach by using more sophisticated data analytics techniques such as machine learning algorithms or predictive analytics. MediaMath suggests that native programmatic has the potential to add the fourth element – “the right message” – to the traditional mantra of “the right user, at the right time, for the right marketer” in order to ensure a win-win solution for all.
2016 is set to become the year that native programmatic expands to ensure greater ad targeting precision, higher user frequencies, retention and ROI for both publishers and advertisers, according to Tanuj Joshi, senior director of Strategic Media Enablement at MediaMath. Publishers are now being encouraged to acquire better forecasting tools so that buyers can predict what kind of inventory will be available in the future. The report also found that advertisers have been able to increase their reach by using more sophisticated data analytics techniques such as machine learning algorithms or predictive analytics. MediaMath suggests that native programmatic has the potential to add the fourth element – “the right message” – to the traditional mantra of “the right user, at the right time, for the right marketer” in order to ensure a win-win solution for all.