For major global brands, programmatic media buying is no longer a matter of “if” – or even a matter of “when”.
In fact, the only unanswered question for the automated, 24/7, always-on, ever-active service is “how”.
“Programmatic is big,” admitted Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation, “but the main reason why it's big – and why it works – is that it’s more effective.”
Automation can come at a low price point, he allowed, but brand stewards shouldn’t shop on the basis of cost....