Analytics is nothing new to the digital marketing industry. In fact, according to a recent survey, 97% of polled B2B marketers said that using analytics made their business more successful, and 87% of respondents said they planned to increase their budget for marketing analytics next year.

Now imagine if those analytics were ALWAYS in real time and at a marketer’s fingertips. That is one of the key benefits marketers and brands get from running a programmatic advertising campaign.

Real-time analytics fuel the programmatic ad exchange, driving video ads to target audiences automatically as audiences interact with publishers that are germane to the brand’s message. Analyzing and acting on this data in real time makes programmatic ad exchanges more efficient and effective, enhancing marketer’s ability to deliver their video ads to the right audience at the right time.

Data is more prevalent and accessible than ever, which is both a savior and a curse for marketers. However, instead of being overwhelmed by audience data that changes by the millisecond, marketers can feel confident placing their trust in the real time data of a programmatic ad exchange. The exchange handles an immense amount of data and provides optimal placement for their ads, all in real time, rather than having to depend on historical trends and past analysis. As the industry progresses and matures, real-time analytics and programmatic ad buying will play a key role in helping marketers stay one step ahead of the curve to better target their audiences.