The expanding role of programmatic media buying

David Ward

Looks at how and why programmatic is gaining traction across various platforms, whilst falling behind in television, and notes why this is key for brands.

Currently the results are a bit mixed: Programmatic is making strong gains in out-of-home (OOH), direct mail, and radio, but has yet to gain much traction in the all-important world of television advertising. But there is optimism that the more digitized the ad creative and ad units for these platforms get, the greater the role software-based media buying and audience targeting will play. "Eventually all ad space will become digital and will be traded programmatically," predicts Jack Smith, chief product officer at GroupM North America, parent company to WPP media agencies including Mindshare, MediaCom, Wavemaker, Essence, and m/SIX, as well...

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