Four views on the future of programmatic media buying
Joseph CliftWarc
Programmatic media buying is one of the most-discussed, though least understood, techniques in the advertising world.
Warc made its own attempt to explain the immensely complex ecosystem of demand-side platforms, real-time bidding and the rest with our Programmatic Primer, released in mid-2014. And presenters at the Real-Time Advertising Summit, an event organized by Active Communications Europe and held in London in December 2014, also aimed to provide some analytical rigour on the issue.
Worldwide, the programmatic market is big, and is getting bigger. Data from Exchange...