Media planning in 2014 – Rise of the machines
David TiltmanWarc
This article comes from Warc's Toolkit 2014 report, a review of the key challenges facing brands this year, and how the smartest marketers are responding. Download the full report
At a glance: The rise of programmatic
Key arguments in this article:
Investment in programmatic buying is rising rapidly. Publishers are opening up more of their inventory to automated buying systems, and brands are finding a growing range of uses for this type of media-trading.
The key benefit for brands is not cutting costs, but refining the targeting...