In 2017, US programmatic digital display ad spending will reach $27.47 billion, with programmatic representing 72% of the total spend in the category. Mobile is driving a significant portion of programmatic growth.
The lion’s share of display ad inventory will be a combination of rich audience data, targeting and placement.
How will the ads that align with these programmatic buys come into being? What tools are services are used to source the ad content and personalize the ads? Once built, how will the ad performance optimized?
To answer these questions we created the Ad Creative Landscape in 2014, now updated for 2017. Inspired by the Display Ad Lumascape, this graphic summarizes many key players and services in the display ad creation process.
Here’s a breakdown of the main components. [Read more…]