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."
In their report, O'Connell and co-author Michael Greene assert that programmatic buying is the future and that those media planners and buyers who do not start engaging in programmatic buying will be in serious jeopardy of losing their jobs by becoming obsolete. Planning and buying as we have known it - decision-making based on understanding media properties and the targeted audiences they attract - will be replaced by quant-based (and cookie-reliant) technologies that, among other aspects of automation, look instead at how users respond to campaign objectives to define where to serve ads. This kind of buying, emphasizes O'Connell, improves operational efficiencies and reduces waste commonly caused by multi-network buys, which tend to deliver overlapping impressions.
Using programmatic buying, according to O'Connell, provides four key benefits:
- Price transparency
- Control
- Granularity
- Insight
For More Information Please Visit: http://www.clickz.com/clickz/column/2165122/media-planners-programmatic-buying
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