With programmatic ad spending to reach $20 billion by the end of 2016, CMO.com asked some of the industry’s leading pundits (including our own Erik Matlick) for their take on what is in store for the year ahead.

“Programmatic will continue to be the trend as more and more large clients will be setting up their own DMPs and trading desks,” says Erik.  “What clients will find by bringing programmatic in house is that it’s a lot more expensive and more difficult to manage than previously thought. The sum of the parts will surprise them. I would expect there to be a slight rebound in premium and direct buys and private marketplaces.”

Some of the other highlights from the article included:

  • Curated programmatic environments
    “A continued move away from monetization via open exchanges to more curated/controlled programmatic environments driving the growth of private marketplaces.”
    Joe Laszlo, VP of Industry Initiatives, IAB
  • Understanding intent and actioning this at the right time
    “…the capability to capitalize on live signals about what customers are looking for in the moment. Only then can marketers leverage programmatic ad buying to deliver the right message at the right time – not after a customer has already left the market or made a purchasing decision.”
    Blane Sims, SVP, Product, Signal
  • The rise of ‘content programmatic’
    “It will involve the optimization of pricing around quality content, which will be part of a whole new industry based on content creation and curation.”
    Andy Monfried, CEO, Lotame
  • Taking audience definition a step beyond demographic data for better targeting
    “Marketers will need to be able to define their target audiences by data-backed parameters. For many businesses, simple demographic parameters, such as age, gender, and location, may not be enough, and additional specifications may be necessary to pinpoint your potential customer from the crowd.”
    Yariv Drori, VP of Programmatic Advertising Operations, MultiView
  • Data-driven Account Based Marketing
    Data gives B2B marketers the fuel to grow their account-based campaigns exponentially, but more importantly, it gives them the power to accurately target those key prospects at every stage of the buying cycle.
    Tom Koletas, SVP Global Media, Madison Logic

To read the full article and what next for programmatic, please visit CMO.com.