The CMO's Guide to Programmatic Buying

The CMO's Guide to Programmatic Buying

The term covers a wide range of technologies that have begun automating the buying, placement and optimization of advertising, replacing human-based methods like phone calls, faxes and, yes, three-martini lunches. Through programmatic technologies, advertisers can buy ads the way they pick up something on Amazon or bid on eBay.

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For all the ink spilled, you’d think the entire world had gone programmatic, but it’s still just a sliver of online-display advertising. Interpublic Group of Cos.’ buying armMagna Global projects that programmatic spending will reach $9.8 billion in the U.S. this year, or about 20% of the overall digital-ad market. To move brand dollars, programmatic technologies have to grow up and advance to other forms of media, like TV and radio. Read more…