“The Sell-Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Brian Mikalis, senior vice president of monetization at Pandora.
In general, I’m a huge fan of making the buying and selling of digital ads more efficient and effective. This desire to continually evolve and improve the buy and sell process is one of the many reasons why the promise of programmatic buying is so compelling. Through automation and machine-based decisioning, programmatic can create efficiencies for marketers not only in terms of operational overhead, but also improved performance and higher return on ad spending.
My excitement is tempered, however, when I talk to marketers about applying programmatic capabilities beyond the desktop and into the world of mobile. While the potential of cross-device programmatic is great, there are still many hurdles that need to be overcome before cross-platform programmatic can achieve its rightful share of the marketing mix.
These hurdles are especially high for advertisers that are racing to supplement programmatic Web buying with mobile programmatic. That’s because I see what many marketers haven’t realized yet when looking at these two types of exchanges: We’re essentially looking at an apple and an orange.