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00:00AND FACEBOOK. THE BIGGEST AGENCIES ARE RUSHING TO PURCHASE INVENTORY. ANGIE LAU IS IN TOWN FROM HONG KONG IN SAN FRANCISCO PIER GREAT TO HAVE YOU. YOU HAVE BEEN TAKING A CLOSER LOOK AT THE STORY. IT'S PROGRAMMATIC ADVERTISING CAPABLE OF TAKING OVER ALL OF ADVERTISING? ANGIE: THAT IS THE TREND, YOU ARE SEEING IT HERE IN THE UNITED STATES AND GLOBALLY. THE DON DRAPERS OF THE WORLD WILL HAVE TO FIND A NEW JOB BECAUSE IT IS THE ROBOTS THAT WILL BE TAKING OVER. PROGRAMMATIC ADVERTISEMENT BUYING THAT REALLY SPECIFICALLY TAKES A LOOK AT WHO THE EYEBALLS ARE GOING TO BE. INSTEAD OF PEOPLE FIGURING OUT WHAT THE PARAMETERS ARE, THE HUMANS PUT IN THE PARAMETERS FOR THE ALGORITHMIC BUYING AND TAKE A LOOK AT, OK, IS IT MAN OR WOMAN, HOW WILL THEY ARE, THEIR SOCIAL STANDING. IT IS GOING TO BE THAT SPECIFIC. EMILY: DO THE ROBUST NEED A DON DRAPER TO DIRECT THEM? ANGIE: THERE IS ALWAYS GOING TO BE THE DON DRAPER BUT PERHAPS HIS DEPARTMENT IS GOING TO SHRINK, RIGHT? IT IS GOING TO BE THE MARKETING DEPARTMENTS OF THE GLOBAL BRANDS THAT ARE GOING TO BE TAKING A LOOK EXACTLY AT WHAT THEIR AD LAUNCHES ARE GOING TO LOOK LIKE, THE AGENCIES ARE ALSO EXCITED ABOUT THIS BECAUSE THEY CAN BE VERY SPECIFIC. AT THE END OF THE DAY, WHEN YOU HAVE DIGITAL ONLINE AD SPACE THAT IS GROWING BY LEAPS AND BOUNDS, IT IS GOING TO CHANGE THE WAY IN HOW YOU AND I AS CONSUMERS FIGURE OUT WHAT BRANDS WE WANT TO BUY. EMILY: I AM CURIOUS ABOUT HOW IT IS PLAYING OUT IN CHINA. FACEBOOK AND GOOGLE ON THE MARKET THAT THEY ARE NOT AVAILABLE IN CHINA. ANGIE: THE GOOGLE OF CHINA, BAIDU, AND ALIBABA , WHICH IS TRYING TO RIVAL AMAZON IN E-COMMERCE, THEY MAKE UP 90% OF PROGRAMMATIC ADVICE IN CHINA AND THAT IS ONLY EXPECTED TO GROW. THIS YEAR ALONE, IT IS GOING TO BE 48%. IT IS GOING TO SLOW DOWN IN 2017. AS YOU KNOW, CHINA'S SLOWDOWN -- THAT WOULD DEFINITELY HAVE AN IMPACT. EMILY: HOW IMPORTANT IS MOBILE IN PROGRAMMATIC AT MARKETS? ANGIE: IF YOU THINK ABOUT IT, 1.3 BILLION CHINESE, 600 MILLION INTERNET USERS, BUT 80% OF THOSE USERS ACCESS THE INTERNET THROUGH MOBILE. THEY SKIP THE LAPTOP. IF YOU ARE A MARKETER AND YOU WANT TO MATCH YOUR ADVERTISEMENTS WITH CONSUMERS, YOU ARE GOING TO WANT TO COMMUNICATE TO THEM IN MOBILE SPACES. THE PROBLEM IS, IN TERMS OF REAL-TIME AD BUY IN, THERE IS NO UNIVERSAL COOKIE THAT EXISTS. THAT MAKES IT PROBLEMATIC. AS HARD TO DETERMINE YOU, EMILY, LOOKING AT YOUR MOBILE HOME AND DOING SEARCHES TO PINPOINT EXACTLY WHAT YOU ARE BROWSING VERSUS IF YOU ARE USING A LAPTOP WITH COOKIES. THEY DO NOT HAVE THAT.

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Alibaba, Baidu, Tencent Dominate China Programmatic Ads

Programmatic ads in China may rise 48% to $9.3 billion, according to eMarketer, representing 50% of all display ads. Alibaba, Baidu and Tencent account for 90% of the programmatic market, with Alibaba alone generating 60%. Bloomberg's Angie Lau has more on "Bloomberg West." (Source: Bloomberg)

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