The maturing of the programmatic advertising strategy could lead to an increase to pay - as - you - go pricing and retailers moving to long - term subscriptions . Advertisers can now employ six to seven enterprise - grade partners instead of 10 to 15 specialised demand - driven platforms to meet their needs . As such , programmatic advertising should now become a long - term investment for advertisers who can look to reduce costs by consolidating their media portfolio .
The maturing of the programmatic advertising industry could lead to an end to pay-as-you-go pricing and advertisers moving to long-term subscriptions. Advertisers can now use six to seven enterprise-grade partners instead of 10 to 15 specialised demand-side platforms to meet their needs. As such, programmatic advertising should now become a long-term investment for advertisers who can look to reduce costs by consolidating their media spend.