How we see it
The term “Programmatic Advertising” is widely and incorrectly used to describe display advertising. In reality programmatic simply refers to the way that media is bought with display advertising being the first media channel that allows advertisers to deliver media campaigns programmatically.
In the near future, we believe that all media channels will be able to be brought programmatically including radio, TV, Outdoor and press. The technology is in place for this to happen but the more traditional media industries need to embrace the potential that programmatic buying delivers to advertisers for programmatic advertising to become ubiquitous.
With our approach we have total control over our campaigns, with all trading decisions made by our internal experts
Our trading desk
At Tomorrow TTH we partner with AppNexus to power our Adgnosis trading desk. This means that we have total control over our display advertising campaigns, with all trading decisions made by our expert in house team. As well as providing us with unparalleled global audience reach, the AppNexus trading desk also gives our trading team the very best ad tech to allow them to plan and execute our clients display campaigns.
We are passionate advocates of the “technology and technique” approach with machine learning working hand in hand with experienced and educated human decision making. As with all of our performance marketing channels, data is central to the planning and buying decision making process with display advertising. Our Adgnosis trading desk works seamlessly with our data management platform (DMP) to ensure that all of our campaigns are constantly learning and optimising for both acquisition and retention campaigns.
Our programmatic tech stack is made up from globally recognised market leaders, including Appnexus, Sizmek and Mapp. By intelligently interlinking these technologies we provide our clients with unparalleled reach and impact.