[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-programmatic-future-advertising":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":482,"breadcrumbs":483,"reading_minutes":216,"category":490,"head":492},"2016-07-07T15:19:21",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400;\">Ed kicked off an awesome talk about programmatic with a history of the ad solution before kicking it back to the present and talking about the future of the industry: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Where it began \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Journey so far\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Our vision is a reality \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">The future \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"what-is-programmatic\">\u003Cspan style=\"font-weight: 400;\">What is programmatic?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">“Programmatic” is a hot topic, a buzzword, but still not all advertisers know what it means (yet).  \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">It’s an automated method of buying digital advertising. It’s not just display, though when used online at present, it usually is. Display has been around for a long time, too, the first ad was published in 1995! \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Programmatic can refer to a number of things, as Ed goes on to explain, but in essence, it’s the automated way of buying ad inventory, generally on a CPM basis.  It’s bought in real time based on an individual user (or smallish audience) — not a mass targeting approach at all. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Within programmatic, there’s a variety of targeting techniques. Some are behavioural, but it can also be mixed in with all sorts of data sets. You can enrich your data with actions your customers take on and off your site. There’s lots of data available out there!\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"where-did-it-begin-and-why-is-programmatic-so-prevalent\">\u003Cspan style=\"font-weight: 400;\">Where did it begin and why is programmatic so prevalent?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Supply exceeded demand in advertising in the noughties. Publishers love monetising their site, but there wasn’t previously a way to fill this ad inventory at the same pace that publishers wanted to. So programmatic came along and solved this by providing a mutually beneficial way to buy remnant inventory. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This is how ad buying works (simplified) without programmatic.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Col>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">User visits a search engine\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">User enters a query \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Bids are fixed based on targeting \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">User shown an ad based on a real-time bid and quality\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">But then with an element of programmatic in your advertising toolbox\u003C\u002Fspan>\u003C\u002Fp>\n\u003Col>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">User visits a site (with ad space available)\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">User details are passed to traders in real time \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Bids are fired based on targeting (taking in to account all available data)\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">User shown an ad based on a real-time bid\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Display advertising has been around for quite a while. Typically, historically it was on a per site basis and each 1000 impressions were a flat cost. Ed’s example was of a large newspaper — advertisers would have previously assessed all ‘Femail’ (Daily Mail) readers were female, but that’s obviously not the case. Given that example, you can see that “old display” is actually perhaps a poor form of targeting afterall! \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Some people have been burned by old school display but proper attribution and decent programmatic will be revolutionary to these advertisers. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">To succeed as an advertiser, you really need to treat users as individuals. Only pay what it’s worth for the ad impression, too. That way, your budget can be spent elsewhere with your savings.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"the-journey\">\u003Cspan style=\"font-weight: 400;\">The journey\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Tech tied it all together\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Content and search behaviour drives what is created\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Audiences are created and sold based on popularity\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">It’s only going to grow further\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">(Goes beyond first party data as well)\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Ed predicts, that in the next 5 years, programmatic ad spend will grow to over $150bn across additional media types; video, display, outdoor, radio, journalism, tv, etc, etc. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">But looking back, what did we want to achieve?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>Multi-channel planning\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – don’t keep stuff in silos!\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>Centent driven creative\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> (i.e. live weather, dynamic pricing, etc) Check out Monarch’s example here when you look to book a flight soon! \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>CRM integration\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – Don’t underestimate what you have. First party is the best and most valuable type of data you can get. \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>Enhanced targeting\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – Tap into third party data. I.e. mastercard data, mosaic data (offline research and online targeting). Could go on and on! Really drives home that the creative needs to be so tied into that user to keep relevance.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>Strategy\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – Deploy strategically. Don’t just show an ad because the user’s there. Right message at the right time. Upsell after one product has been purchased.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"the-future\">\u003Cspan style=\"font-weight: 400;\">The future\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cb>Outdoor\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – Recently over 500,000 outdoor ad spaces were categorised and coded with a number of parameters ready for a more programmatic approach. And it’s already happening — last year Diageo fired OOH ads when it was warmer than 16 degrees pointing punters to their closest pub! \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>Journalism\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – mobile, native content. For example, programmatic could enable publishers to show different stories depending on \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">who\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> you are. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>TV\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – Sky is actually already leading this. The network can actually already differentiate ads for the audience. Based on what you’re watching, show different ads across your subscriptions \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>Radio\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – Being able to receive different ads based on who you are. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Right now, there’s actually very little in the way of setting programmatic providers apart so really the burden of setting your campaign apart rests on the decisions of the individual running the campaign. Efficiencies can be made in the strategy and execution rather than the platform choice, in essence. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In the Q&A, Ed said that human intervention will be key. Machines alone won’t give great results. I.e. advertising when the weather’s changed. Smart advertisers will protect themselves, be smart, and use the best solutions available to them. It’s not yet just plug and play. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>Summary:\u003C\u002Fb> \u003Cb>People will be the differentiating factors in terms of success going forward. \u003C\u002Fb>\u003C\u002Fp>\n",false,"standard",[10],40,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17],108,[19,20,21,22,23,24,25,26,27],"post-2718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","collections-search-leeds",{"page_content_modules":29,"hero":212},[30,159],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Search Leeds: Programmatic, The Future of Advertising by Ed Blakeway",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},1,"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":43,"specialist_service_links":44,"photo":103},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[45,62,74,84,94],{"page":46,"link_text":50},{"ID":17,"post_author":47,"post_date":48,"post_date_gmt":48,"post_content":49,"post_title":50,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":53,"to_ping":49,"pinged":49,"post_modified":54,"post_modified_gmt":54,"post_content_filtered":49,"post_parent":55,"guid":56,"menu_order":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":61},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 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10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":85,"link_text":93},{"ID":86,"post_author":47,"post_date":87,"post_date_gmt":87,"post_content":49,"post_title":88,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":89,"to_ping":49,"pinged":49,"post_modified":90,"post_modified_gmt":90,"post_content_filtered":49,"post_parent":57,"guid":91,"menu_order":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":92},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise 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more posts","See all articles","\u002Fblog\u002F",[166,186,201],{"type_key":20,"title":167,"excerpt":168,"to":169,"postedAt":170,"readingTime":171,"image":172,"authors":173,"category":183},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. 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If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. 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