Analysis: The evolution of programmatic media buying
In the past five years the digital supply chain has morphed from a somewhat straightforward process into a complicated and shrouded system that, at times, literally moves at the speed of light. Things are quicker, more optimized, and infinitely more confusing, all thanks to programmatic media buying (PMB).
The automated buying and selling of ad space, which takes fractions of a second to bid, win, and show an ad, was a drastic change that even just two years ago had most marketers scratching their heads.
In fact, in a 2014 survey conducted by...