Programmatic, Not Automatic: Why Agencies Still Matter

Programmatic, Not Automatic: Why Agencies Still Matter

Programmatic ad buying is becoming a firm part of the ad landscape. Procter & Gamble, Netflix and Kellogg’s are among major brands that have announced a focus on programmatic, and a recent AOL survey of 177 U.S. brands, agencies, and publishers noted that 84% of those queried use programmatic buying in display advertising, followed by 60% in the mobile arena and 58% for video. More than half of those interviewed by AOL plan to increase their programmatic ad buying over the next year across all categories.

But does automated ad buying mean cutting out all human interaction in the process? With the perceived economic benefits of programmatic buying, more marketers are certainly seeking to purchase digital ads directly, rather than relying on agencies to do the work for them, according to a report in the Wall Street Journal. Read more…

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