Automated buying. Machine-based buying. RTB. Call it what you may, there's no doubt that programmatic buying is changing (read: simplifying) the way media is bought and sold, in real-time. No wonder then, we’ve seen more daily transactions on the DoubleClick Ad Exchange than on the NYSE and NASDAQ combined, and a tripling of instream video ad impressions as brands adopt the technology. And eMarketer predicts that 1/3rd of all display advertising is going to be bought programmatically by 2017.

But what's the real opportunity here for advertisers and publishers? How is programmatic going to safely grow their businesses and deliver ROI? In our new collection of insights, ‘The Programmatic Opportunity’, hear how this technology is transforming the industry, what’s going to make it work and why it’s the way of the future, from senior advertising and media executives like The Weather Company’s Curt Hecht, CBS Interactive’s David Chiang, Digitas’ Joel Aranson and Xaxis’ Mike Finnegan. Get some tips from Washington Post Digital on leveraging programmatic to tap into new buyer segments, and to realize CPMs at par with direct rates.

In coming weeks, stay tuned for us to add new research, best practices and perspectives to the collection. In the meantime, catch up with Google executives across the globe to hear about the evolution of online advertising and the programmatic opportunity:
Posted by Yamini Gupta, Product Marketing Team