The growth of programmatic advertising has been cause for much discussion in the industry. The automated buying and selling of virtual ad space has made instant, real-time ad buying simple, with eMarketer predicting that spend on programmatic digital ads will surpass £2bn in the UK this year.
But what does this really mean for the media industries? The role of creativity in an automated system has come into question, as have consumer reactions to such specific, data-driven targeting.
For brands, questions surround viewability of ads and the ease of ad fraud in an automatic system. Will the ad be seen by human eyes? With adblocking on the rise are brands paying for slots that will never surface? Does programmatic ad placement represent real, quantifiable value?
To provide valuable analysis of these issues and more the Guardian has assembled a panel of industry experts, who will be here to answer your questions between 5pm and 6.30pm GMT on Thursday 28 January.
Panel (more to follow)
•Barbara Agus, The Weather Channel
•Luke Fenney, The Rubicon Project
•Imran Khan, xAd
•Tom Mills, Havas Media Group
•Dermott Mullan, MEC Global
•Bill Fisher, eMarketer
This live Q&A is provided by xAd, supporters of the Guardian Media Network’s Future of advertising hub
.jpg?w=600)
