Joe Kowan Clarifies “Programmatic”

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Programmatic ad buying is less a media revolution than an evolution, one in which GroupM eschews the term “trading desk” in favor of an “upgrade to the toolset” available to agencies, according to the company’s President of Programmatic Buying, Joe Kowan.

Interviewed at the 2016 Beet Retreat by Matt Spiegel, MediaLink’s SVP/GM of Data & Technology Solutions, Kowan described Programmatic 1.0 as predicated on the need for effiency in the digital buying space.

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