What Digital Was To Publishing, Programmatic Will Be To Media-Buying

The Australian, Monday, February 11, 2013 10:48 AM
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The effect programmatic buying will have on the way agencies buy media will be akin to the impact digital publishing had on the newspaper industry, GroupM Australia Chief Digital Officer Danny Bass tells The Australian.
 
"My view is the trials journalists and newsrooms have been through in the past few years are hitting media sales teams," he says. "In the short term it could be as brutal. The cost to run sales organisations in Australia is particularly high."
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