Connecting Programmatic to Actual Marketing
“The rise of programmatic buying and selling of video advertising is, undoubtedly, an enormously positive sea change for the industry. The technology and mindset that enable the real-time trading of advertising provides both marketers and publishers enormous advantages in getting an ad in front of the right person at the right time.
But, as an industry, we haven’t taken advantage of this opportunity. We’ve simply used programmatic as a euphemism for “get me inventory cheap.” Instead, we should be thinking, “How can I apply our hundreds of years of brand advertising learning in a programmatic world?” and “If I can measure engagement, brand performance and viewability in my regular video media buys, why can’t I buy that way programmatically?”
Read the full story at MediaPost.