Brief Buzz: Trending now in programmatic advertising – Ashish Shah

Adgully is commencing a new column – ‘Brief Buzz’ – wherein we are inviting industry experts to share their views on what is trending right now in different fields of advertising, media and entertainment. And we have asked them to keep it short and sweet. 

In the first article of Brief Buzz, Ashish Shah, Founder & CEO, Trunkoz Group (CEO - Vertoz and Vokut), writes about what is trending in programmatic advertising today. 

Programmatic advertising sector has been booming and bringing in many opportunities for brands and marketers. Header bidding is currently trending in the programmatic advertising industry. While header bidding is still new in the Indian market, it will rise extensively and have a huge impact on the markets for another 3-5 years. 

On the other hand, direct buys and private marketplace (PMP) deals are gaining popularity among the marketers as they get a guaranteed access to publisher inventory. The buyer knows exactly which site the ad will run on and can choose to get their advertisements placed on the best websites at a fixed price. If not, the process falls back to open market for other bidders. PMP has a great influence which will only keep on increasing in the coming years due to the direct buy option which many would prefer, helping the publishers to gain higher and fixed rate for their inventory.