PMG Digital Made for Humans

The Programmatic Promise

2 MINUTE READ | May 22, 2020

The Programmatic Promise

Author's headshot

David Gong

With PMG since 2012, David Gong has led marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry partners.

PMG’s Katie Anderson recently shared her thoughts with Digiday, as the publisher released joint research with MiQ to better understand whereomnichannel programmatic strategies stand, gauging brand and agency marketers about their current practices and plans for programmaticbuying, and to identify their most significant pain points and most promising tactics.

Among the report’s findings were that marketers struggle with omnichannel operations because of basic organizational structure. Some advertisers are winning, and some are languishing, simply due to how sophisticated and effective their teams and strategies have become. Among the laggards, those marketers often talked of “budgeting complexities, fragmented teams and silos.”

Marketers also touched on attribution being “more challenging due to the sheer quantities of data now available — a problem that US buyersmay encounter more than those in other markets, given that they’re working across a wider range of platforms.” The report also stated that “there is now more opportunity for avoiding cross-platform duplication and making sure that data streams inform one another across programmatic platforms.”

On that topic, PMG’s Anderson said she anticipates an environment in which marketers increasingly refocus their attribution efforts as consumers shift to emerging and expanding channels like OTT, OOH, and audio.

“The measurement aspect [has changed],” said Anderson. “As we’re able tobuy these channels in a consolidated programmatic buy, we’re going to seethings like OTT, TV, out-of-home and audio — things that have been verysiloed upper-funnel awareness channels — play a really different role in the consumer’s path to conversion.”

Stay in touch

Bringing news to you

Subscribe to our newsletter

By clicking and subscribing, you agree to our Terms of Service and Privacy Policy

The full report can be found on

Related Content

thumbnail image

Campaigns & Client WorkStreaming & VideoStrategyPlatforms & MediaDigital Marketing

PMG Pioneers Programmatic Linear TV Buying

2 MINUTES READ | November 4, 2021

thumbnail image

AlliCampaigns & Client WorkAI & MarketingData & TechnologyStrategyPlatforms & MediaDigital Marketing

Alli Insights: Optimizing Holiday Retail Advertising

3 MINUTES READ | October 20, 2021

thumbnail image

Campaigns & Client WorkSocial MediaProgrammatic AdvertisingCreative DesignStreaming & VideoStrategyDigital MarketingCompany News

PMG Partners with Old Navy to Create a Fully Inclusive Shopping Experience with BODEQUALITY

4 MINUTES READ | August 20, 2021

thumbnail image

Consumer TrendsSEO & Paid SearchAI & MarketingData & TechnologyPlatforms & MediaDigital Marketing

Google Doubles Down on Automation, Consumer Privacy at Google Marketing Live

5 MINUTES READ | June 4, 2021

thumbnail image

Consumer TrendsStreaming & VideoData & TechnologyStrategyPlatforms & MediaDigital Marketing

Preparing for Streaming’s Growth & The Future of TV Buying

7 MINUTES READ | December 11, 2020

thumbnail image

Campaigns & Client WorkProgrammatic AdvertisingStrategyCompany News

PMG Named to AdExchanger’s 2020 Programmatic Power Player List

1 MINUTE READ | December 11, 2020

thumbnail image

Shared Lessons for Linear TV and AVOD

1 MINUTE READ | July 15, 2020

thumbnail image

SPO Can Lead to Unintended Consequences

2 MINUTES READ | July 3, 2020

thumbnail image

In-Game Advertising Grows Up

1 MINUTE READ | June 23, 2020

thumbnail image

The Potential Return to Context Targeting

2 MINUTES READ | April 24, 2020

thumbnail image

A Permanent Shift Into Retail Media

1 MINUTE READ | April 23, 2020