Programmatic White Paper



In 2016 DPAA produced a series of programmatic white papers in conjunction with Prohaska Consulting which have been released in 2 phases:

Part I of this project, includes a survey and landscape of the programmatic ecosystem, an exploration of current digital industry programmatic buy/sell practices and an analysis of programmatic buy/sell opportunities and challenges for DPAA members.

Part II examines the steps required by the DPAA and its member companies to institute and refine programmatic trading practices. This document includes practical recommendations on how to move forward, how the varied DPB and programmatic stakeholders can best establish the “plumbing” and protocols necessary to expand the advertising “pie” plus directions for tapping into the fast emerging programmatic video and overarching digital marketplace.

Please reach out to your DPAA representative for more information (



Sample graphs from the report: