The automotive industry, which has embraced programmatic buying of display ads, will increase and extend its investment in programmatic in 2014, according to a new eMarketer report, “Driving Programmatic Buying: Automotive Industry Will Invest Big in 2014.”
The next stage of programmatic growth will mostly depend on breaking down some of the traditional walls between original equipment manufacturers (OEMs), regional auto dealer groups and local dealerships. As with search advertising, which has been a notable area of cooperation among the three tiers of auto marketing, so too will programmatic depend on coordinated efforts among all three groups. Read the rest at eMarketer.
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