Living the Dream - Programmatic everywhere
This is the fourth year that The Drum have done the Digital Trading Awards and the industry has undoubtedly changed and changed for the better. We’re not just focussing on what we can do but what we can do well. We have an understanding of what success looks like and how to get there.
It was one of those phrases that got wheeled out at conferences all the time. A truism thrown into your presentation that got everybody’s head nodding but deep down, nobody really believed it would happen anytime soon. Well, in the words of The Smiths ' How Soon is now'.
And it really is. We are seeing mobile bought and sold programmatically, tv being sold programmatically, outdoor being sold programmatically and it looks like radio will follow suit.
So whilst this is all good news, it should not be seen as a sign that everything is fine in the digital trading world. We still have a way to go to make sure that the issues of fraud and bit traffic are eradicated. We still need to rise to the challenge of adblocking and that doesn't mean just finding ways round them, it means addressing the issues that caused users to employ them in the first place.
This is the role that we hope the DTAs and The Drum fills in the market. Yes we are here to call out the bad guys and ask the difficult questions but also we are here to reward those who provide an excellent service, those that are innovating and leading, those who rise above the average. We want to see Programmatic everywhere. More importantly we want to see high quality everywhere.
Entry Deadline – 24 February
Nominations announced – 26 April
Awards ceremony – 31 May (Park Plaza, Westminster Bridge)