Toolkit 2014: Media - Rise of the machines

This article, taken from the Warc Toolkit 2014, examines what the rise of programmatic media buying means for marketers.

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:

  1. 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.

  2. The key benefit for brands is not cutting costs, but refining the targeting...

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