RAB White Paper 'Unlocking Programmatic's Potential' Set For Radio Show

The NAB

The RADIO ADVERTISING BUREAU's (RAB) "A White Paper On Programmatic For The Radio Industry" will be released in conjunction with the General Session being presented at the 2015 RADIO SHOW entitled "Unlocking Programmatic's Potential" taking place TOMORROW, SEPTEMBER 30th, 4-5:30p (ET) in ATLANTA.

In keeping with the organization's mission to focus on enhancing radio's perception in the advertising marketplace and providing tools and resources to elevate radio's sellers for continued growth, the RAB  commissioned the WHITE PAPER, which is designed to educate all constituents on the programmatic landscape, its opportunities, challenges and implications.

"Programmatic radio is at a tipping point and is quickly beginning to impact our industry," said RAB President/CEO ERICA FARBER. "We felt it important to provide an overview on today's landscape and include as much information as possible to our members. We wanted to help guide their decision of how to plan for and when to incorporate programmatic as part of their company's business strategy."

The WHITE PAPER identifies a number of emerging trends that are coming to broadcast radio and will help shape the future of transacting with radio including:

•    Radio is well-positioned to grow in ways it has not traditionally, but will require the Radio business to continue to evolve.

•    Programmatic capabilities are key to enabling broadcast radio to grow its share of the overall media pie.

•    Programmatic in the broadcast radio industry is happening on two fronts: the automation of the buying process and the marketplace implications of buying inventory.

•    Sellers and buyers are learning equally across broadcast radio with a fast-developing ad tech ecosystem.

The WHITE PAPER, prepared by PROHASKA CONSULTING and commissioned by the RAB, is available for download to RAB Members at www.RAB.com.  

MATT PROHASKA will present findings from the WHITE PAPER and facilitate the General Session on programmatic at the RADIO SHOW.  The RAB is offering a free webinar to RAB Members only on OCTOBER 6th and 8th where findings of the WHITE PAPER will be covered as well. To register for the webinar, go to www.rab.com/webcasts/webinars.cfm

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