Improve Digital News

Improve Digital and MediaMath release ‘The Battle of the Machines – The real-time advertising era’ to help educate the market-place on the evolution and progress of automated media trading in digital advertising.

The Battle of the Machines – The Real-Time Advertising Era

In a fast moving industry full of three letter acronyms for trends that appear as quickly as they disappear, Improve Digital and MediaMath have collaborated on an animated short film that will help you to navigate your way through the world of online advertising today.  Opening with a brief history on the buying and selling of advertising, ‘The Battle of the Machines – The real-time advertising era’ highlights the undeniable growth in the industry, reminding us of why it’s so important to be well placed to maximise the opportunities this growth presents. It then outlines what automated trading looks like in a practical sense, and talks about what’s in it for both the buyers and sellers of online advertising. Concluding that it’s not all about an evitable shift from person to computer – far from it – the film provides the industry with a narrative that tells the story of the evolution of automated trading so far, encouraging everyone involved to play a part in how it will unfold from here.

‘MediaMath and Improve Digital are well placed to tell this story, and we really enjoyed collaborating on something that we felt was informative and useful, but also something that will hopefully inspire the industry to make the most of the opportunities presented by automation and real-time advertising. I also hope it clarifies what I think is an important message for publishers – they need to make sure they are in the driving seat, controlling their destiny, and making use of all the possibilities that automated trading can bring both in the short and long term. ‘

-          Janneke Niessen, Improve Digital

‘Bringing together the perspectives of both the supply and demand side in this story has meant that MediaMath and Improve Digital are able to advocate a powerful message – yes the future of the ecosystem is about technological advancements, but just as important will be specialist skilled people and the right type of environment within which the industry can grow and evolve. Will the ecosystem rise to the challenge? I think so.’

-          Greg Williams, MediaMath