‘Digital Media Buying Gets The ‘Programmatic’ Makeover’ – Forrester
Richard Joyce says, “If you are, like me, deeply involved with digital advertising, one of the industry mantras of the last few years was anything with a taste of “PROGRAMMATIC”.
Yes, you can say it with me now: “PRO·GRAM·MAT·IC”. Ahhhh.
In reality I think that we are only starting now to truly see programmatic methods and techniques adopted by ad sellers and buyers. Finally, in 2014 we have seen marketing leaders driving their digital media buying practices forward by combining rich customer data with algorithmically driven buying platforms to make digital advertising dollars more effective in reaching target audiences. And, while there is a long road ahead of us before the robots become self-aware, there are some key trends shaping the industry that point to a more sophisticated future for media buying”.
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