The advertising and marketing industry is obsessed with all things programmatic, but has the industry overlooked the benefits of automating non-programmatic media buying?
It's very easy to get an article published in the industry trade press if that article contains keywords like "programmable algorithm", "linear regression" or "header bidding" etc... etc... etc...These terms are sexy to Chief Digital Officers from the media agencies and Chief Marketing Officers from the brands or advertisers. However, programmatic media would represent approximately between 15% and 30% of the total digital media transacted daily. So why aren't we talking about the rest?
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