Programmatic insights from the Festival of Media Global 2014

John Davidson

Programmatic advertising – the term applied to the automated technique for buying and optimizing digital inventory – was a major point of discussion at the Festival of Media Global 2014, an event held in Rome.

The main problems related to the rise of programmatic, and how brands can navigate this difficult space, were especially prevalent topics. Elsewhere, the clash between agencies, marketers and publishers in this new world, and how quickly brands should move to algorithmic trading, were much-discussed subjects, too.

Brandon Paine, vp/global agencies at online advertising company AppNexus, described this approach to media buying as effectively "using technology to improve process and data to improve results." Another benefit of this tactic is often said to be its ability to save marketers' money.