IAB in the News
IABNZ Standards & Guidelines Council releases Programmatic Advertising in NZ guide
Thu, 02 Jun 2016
Over the last several years, publishers and advertisers have increasingly adopted programmatic buying and selling of digital inventory into their media strategies. Programmatic’s share of total internet advertising in New Zealand was $22.8 million in 2015, comprising 17 percent of last year’s Total Display internet advertising revenues according to the IAB/PwC Q4 2015 & FY Revenue Report. For Q1 2016 Programmatic has grown to 22% of Total Display.
The IABNZ recognises that programmatic will play an increasing role in our future ecosystem. Our goal is to promote education around how programmatic can connect the buy side and the sell side across a range of buying models, how it requires transparency (around fees, eCPMs for example), the skills and resources involved and the need for both sides to work together with a clear process around making the programmatic connections function technically and efficiently for all parties. As with any technology, solid integration, strategy, processes and education are needed for optimal usage.
Through its Standards & Guidelines Council, IABNZ aims to bring together all players in the programmatic space to discuss and advance the key business issues in the evolving programmatic marketplace in New Zealand. With this in mind, the Council has released a paper which condenses the most important factors when it comes to understanding programmatic. The factors that are least likely to change over time, condensed into a single paper that can be returned to time and time again. The issues are relevant in New Zealand and globally as of 2016.