- Programmatic advertising—with roots in automated buying of digital display ads—is expanding to other forms of ads.
- Ad network Undertone will soon be offering automated buying on homepage takeover and pushdown ads.
- The new ads will be available on publisher sites like Gannett, American Media, USA Today Sports, and more, but advertisers will not be able to specify which sites will include them.
Programmatic is the preferred choice among many advertisers, as nearly all publishers are beginning to offer automatic buying in one form or another. Brands like American Express and Oreo parent company Mondelez International are searching for ways to be 100% programmatic—a challenge that is nearly impossible if only display ads are available through automated buys. The more ad styles that are available programmatically, the more opportunities both advertisers and publishers will have.