DirecTV On Taking Programmatic In-House: 'Data Is A Currency'

DirecTV has been using Turn’s demand-side platform (DSP) to bring programmatic buying in-house, according to a Turn blog post and video featuring Clay Fisher, senior director of digital marketing and product development at DirecTV.

“Bringing programmatic in-house was a natural evolution for us,” said Fisher. He acknowledged that doing so included “a lot of trial and error.”

Fisher added that the satellite TV provider also tapped Turn and programmatic buying so it could make better use of its data.

“Personalization is the future, and you can’t really do that without a great understanding of the actual prospect or customer,” he said. “Data is a currency.”

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1 comment about "DirecTV On Taking Programmatic In-House: 'Data Is A Currency'".
  1. Michael Oddi from Tango Partners , May 30, 2014 at 3:58 p.m.

    If buying digital has become so "programatic" and data focused, does this mean agencies don't add any value beyond the algorithm used to buy media? Has media negotiation been reduced to 1s and zeros? Did agencies provide the key to their own demise by pushing too hard on programmatic buying? And are agencies now in competition with DSPs for the same clients?