The opportunities and challenges for programmatic in 2015

The last five years has seen a steady rise and development of programmatic advertising in Australia. Here Shane Cummings looks at where programmatic stands in 2015, and asks a panel of industry leaders about the opportunities and challenges facing the industry in the year ahead.

Programmatic advertising has been growing exponentially since Google introduced its Doubleclick AdExchange – the first major programmatic display platform – in 2010. According to the Standard Media Index data media agency spend through exchanges has gone from $10m in 2011 to just under $200m in 2014. And that’s not including clients who spend their cash directly. With outdoor, radio and TV set to enter the fray 2015 promises to be another landmark year.

• For an overview of how programmatic advertising works see Nic Hodges’ Mumbo Jumbo feature here

Aussies doing things differently

Jason Tonelli is the executive director – technology, digital and content at Starcom MediaVest, which has has been active in programmatic since 2010.