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 10 to 15 enterprise-grade partners instead of six to seven 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.
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.