The Top Ten Programmatic Advertisers

Programmatic advertising comes in many flavors.

A handful of brands load up to take their buying fully in-house. Many give their agency partners carte blanche. Other brands take ownership of the tech contracts and segmentation, while letting their agencies pull the levers.

How each advertiser approaches the discipline depends on its unique needs and resources.

While there's no single winning formula, the programmatic mavens out there do embody a handful of constants: An embrace of data-driven marketing, an understanding of how to work with a vast partner ecosystem and quality oversight.

The ten brands listed below are the best programmatic marketers today.

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For Native Advertising, 2017 Looks Like a Year of Clarity Two categories will emerge

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Native advertising has been a broad and somewhat murky category—encompassing everything from advertorials to bespoke, custom units to content recommendation widgets and rewarded video ads that typically run inside mobile games—but 2017 will be the year that some clarity emerges, with the broad classification breaking down into two distinct types: programmatic and nonprogrammatic.

“A number of factors have driven interest in native, despite lingering confusion around the term,” said eMarketer analyst Lauren Fisher. Among the drivers: “The successes of in-feed platforms like Facebook, concerns about ad blocking and the growing acknowledgement that desktop-driven formats like banners just don’t cut it on mobile.”