What advertisers need to know about programmatic OTT: Vasuta Agarwal

The digital ecosystem has undergone a transformation in the last 8-9 months of the pandemic. While this change was thrust upon us, the outcomes have pushed us to adapt and be digital first in many areas of our lives. Programmatic buying is a big part of that change.

What is the current state of programmatic ecosystem?

Globally, five years back, programmatic as a percentage share of the total digital ad spend was about 50 per cent. That has been growing year-on-year and is beginning to cross the 70 per cent-mark.

If we look closer home, the APAC region contributes only 5 per cent to the total programmatic buying ecosystem. In India, programmatic contributes only 22 per cent to the total digital ad spends. There is obviously a lot of headroom for growth.

According to a study by InMobi, when evaluating programmatic partners, performance along with control and transparency in reporting are the top two criteria for brands. Vasuta Agarwal, MD – South Asia, InMobi, shared a keynote address at MOBEXX 2020 Summit on ‘Future of Programmatic Advertising’, where she spoke about the latest trends in programmatic buying like programmatic OTT, header buying and much more. She shed light on the current state of the programmatic ecosystem and also some of the trends shaping the future.

Agarwal also highlighted 4 key trends in Programmatic:

• The video-on-demand (OTT) phenomenon
• Scaling with Header Bidding
• SPO: The search for transparency
• A cookie-less and non-IDFA world

Watch the complete keynote address here: