The rapid development of programmable advertising is not without problems, which usually accompany a process of growth. The industry has grown from a niche digital sphere to practically the foundation of all future media system. The main question is what form programmatic will get now. Taylor Davidson, the owner of the venture investment agency KBS + Ventures, at the summit DigiDay Programmatic, held in New Orleans, said that the concept of algorithmic buying strengthened on the taken position and began to solve the problems preventing it to reach maturity. "The main task of programmatic buying is not to use different channels to show the users a greater number of banners", - says Mr. Davidson. «Programmatic is a "marriage" of new content formats, targeting and data to create a new model for the deployment of advertising campaigns". MARKETERS LEARN TO USE PROGRAMMABLE BUYING While programmatic'a role is becoming increasingly important, marketers still limit the volume of programmable buying in their campaigns. Wall Street Journal conducted a survey, according to which only 23% of heads of marketing departments understand programmatic well enough to use it in their advertising campaigns. 12% of respondents have not heard anything about programmatic. However, this situation will change soon. Lack of understanding is often associated with the fact that marketers are confused about the basic details and concepts of the complex system of algorithmic buying. But a qualified specialist understands that programmatic buying will become a very effective tool, which helps to attract potential clients. "We are still in the early phase of development", - says Taylor Davidson. "People make decisions on the use of the technology, not because they believe in the idea or want to check it out. But because they see that programmatic has a huge potential for business decisions." PROGRAMMATIC WORKS AND THIS MEANS MORE MONEY Despite the rapid growth of programmatic buying industry, the basic rule of advertising remains the same - marketers and money, which are always the consequence of the performance, go where they are guaranteed more attention. User's behavior on various platforms, in turn, determines the form of advertisements. Banner ads, which tend to be ignored and are usually clicked on by accident, do not work well on mobile devices. That's why many tech companies prefer to invest into native advertising. NATIVE ADVERTISING WILL BECOME PROGRAMMABLE Programmatic buying and native advertising are mainly treated as two completely different approaches. Programmable advertising has earned a reputation as a more efficient, when it comes to branding and coverage. This dichotomy may ultimately prove to be false. When a platform creates good ads, it immediately becomes scalable, and this, turn necessarily involves the use of programmatic. "The belief that native advertising can not be programmable, is based on short-sighted perception of what native advertising is in reality", - explains Taylor Davidson. "Native ad is any ad unit, we need to create to meet the major sites that we have made extremely popular." The main problem that marketers should solve, is to create such advertisements that would combine relevant content with targeting, limited with inventory and first party data. All these factors, together, will create quality advertising targeted on user's interests and help marketers avoid many problems. PLATFORMS STARTED TO IMPLEMENT PROGRAMMATIC Previously, Facebook only dabbled with the concept of "social advertising" and preached such vague concepts as "engagement." There is nothing like this now. Launching Facebook Exchange, one of the largest social networks in the world became completely involved in the game called "programmatic". Twitter has chosen the same path. PROGRAMMATIC WILL REACH FAR BEYOND BANNER ADVERTISING Programmable advertising today is synonymous with banners. Yes, it all started this way: by automating the process of buying, using precise targeting on the basis of huge data pools, banners should perform in the role of search advertising. This promise has not yet fully satisfied, but a total shift to automation of advertising is already a foregone conclusion.