by Rebecca Muir on 23rd Jun 2016 in TRADERTALK

In this TraderTalk TV vox pop filmed in Cannes, Vincent Potier, COO, Captify, explains his thoughts about the growth and future of programmatic.

Potier explains how the growth of programmatic has been driven by the largest advertisers in the US and the UK, who have started the trend of shifting money to programmatic due to the advances in technology, which have made, brand safety controls, performance measurement, viewability measurement possible. In tandem, we have seen innovative ad formats, such as expandables and video, emerge that have certainly had a significant impact on the migration of brand money from offline to online.

On a global scale, half the programmatic market is in the US, followed by the UK, while other western European countries trail behind. Potier believes that those western European countries and the Australian market will rapidly move from small, experimental programmatic budgets to spending more than half their budgets programmatically.

Finally, we hear about Potier's predictions for the next frontier of programmatic: when advertisers are confident they have solved the cross-media challenges that exist today, which will enable them to know which audiences offline are going online and they have the ability to harmonise the tools that measure each channel.

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