Programmatic buying, or the process of executing media buys through digital technology platforms like ad exchanges, agency trading desks, and DSPs or SSPs rather than through manual RFPs, negotiation, and buying, has been advocated for several years now by industry futurists and analysts. (If you need a primer on these platforms, read this past column of mine.) To help put this viewpoint into perspective for media planners, I consulted Joanna O’Connell of Forrester Research, Inc. who co-authored the September 2011 report, “The Future of Digital Media Buying.” [Read the rest here]
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