From the Editor: Programmatic uncovered

Colin Grimshaw

This Editorial introduces the theme of the March issue of Admap: Programmatic, covering what it is, what it does, and how to use it to create more effective advertising.

From the Editor: Programmatic uncovered

Colin GrimshawWarc

For advertising and media strategy purists, the very idea that a robotic process of automated planning and buying can replace the human, creative, empathetic skills required to match advertisements to suitable recipients is anathema.

Programmatic has spawned a new breed of planner – nerdy mathematicians, armed with algorithms and computer protocols, expounding on the 'efficiency' of their audience targeting. But what do they know about the consumer, the context of the message and its placement, not to mention the benefits of aspirational reach over tight targeting? Programmatic? Pah, poppycock.

And it's not...

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