With the dramatic shift in global media consumption digitally coupled with the massive fragmentation across multiple screens, devices, websites and destinations meant that traditional media buying has become inefficient and advertisers are not effectively able to target the people they want to reach. Programmatic has become important for brand and marketers for 4 key factors:

 

Reach and Scale

The Internet is a big place and programmatic helps reach beyond any one customer / website to find  consumers wherever they happen to be

 

Customer journey

From awareness and branding to direct conversion, programmatic can engage that consumer wherever they are in the funnel

 

Choice

Advertisers get to choose what impression they want and not the publishers

 

Increased ROI

Better targeting/more relevant ads across the customer journey = increased ROI

 

At Osprey Media Lab, we have an independent trading desks that works across the entire programmatic ecosystem with best in class programmatic and ad tech partners to deliver insights-driven programmatic advertising capabilities to both brands and agencies.