AOP Conference: Three quarters of online publishers expect programmatic buying to increase
Three quarters of online publishers expect programmatic trading to increase in the next 12 months, according to research that will be presented at the Association of Online Publishers conference on Thursday 3 October.
Association of Online Publishers: conference takes place on Thursday 3 October
This year's census of AOP members found that 65 per cent of publishers expect to increase the use of private marketplaces in the next year, while 75 per cent expect there to Real Time Bidding (RTB) to play an increasing role in commercial plans.
However, publishers are split on how much impact programmatic trading will have on the bottom line with 39 per cent suggesting it represents a major opportunity, while 42 per cent believe it will only make a small impact.
At the annual conference in central London on Thursday, Tim Cain, the head of research and insight at the AOP, will detail this year's findings from the census, which is expected to reveal growing confidence in the sector.
Cain said: "There is a growing focus on the value of data to drive commercial growth. We can expect to see publishers retaining more control of their inventory as we go forward."
In his presentation Cain is expected to break out the shape of revenues across platforms, comparing them with traffic numbers, as well as touch on the growing trend of programmatic buying.
The AOP Content and Trends Census acts as a "temperature check" of the industry by asking all AOP publisher members about the activities they are currently doing and how they expect things to change over the next 12 months.
The other speakers at the conference at Etc Venues, near St Paul's, include Stefan Bardega, the managing partner and head of digital at MediaCom, and Steve Hobbs, the UK managing director of Aegis Media's trading desk Amnet.
This article was first published on mediaweek.co.uk
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