Programmatic ads will become more human

In 2015, programmatic ads will become more human, seamless, and efficient, by merging creative elements with media buying algorithms, according to a 2015 digital and media predictions report by Millward Brown. To achieve this, creative agencies will partner with developers or build up their own advanced programming capabilities and cross-functional abilities to produce and deploy smart ads with customisable creative elements.

The evolution of programmatic means marketers must challenge their creative and media agencies to work together to leverage the latest consumer insights to fully understand the touchpoints of each target and how to deliver impactful messaging via highly adaptive (real-time) advertising.

A brand's programmatic bidding strategy is only as good as data that is fed into it. In 2015, programmatic algorithms and systems will increasingly differentiate themselves based on their ability to manage cost effectiveness on behavioural metrics while delivering campaigns that build brand metrics.