What’s the deal with programmatic deals?

In a seismic shift that's reshaping the landscape of digital advertising, Programmatic Direct has emerged as the new powerhouse of media buying. Gone are the days of traditional deal-making. – Google's ads platform witnessed transactions triple in 2015 alone, marking a watershed moment in advertising technology. The numbers tell a compelling story: imagine over 90 of the world's most sophisticated marketers from the Ad Age Top 100 list orchestrating their campaigns through Programmatic Direct, while more than half of America's digital publishing elite embrace this revolutionary approach. But perhaps most fascinating is the platform's explosive growth in the mobile sphere, where impression growth outpaced desktop by an astounding 4x – a clear testament to our increasingly mobile-first world. From the bustling digital markets of Japan to the rapidly evolving landscapes of Ukraine, Turkey, and Spain, where impressions doubled in a mere twelve months, Programmatic Direct isn't just changing the game – it's rewriting the rules of digital advertising entirely.