AdExchanger has reported that Horizon Media, an independent U.S. media agency, is rolling out a programmatic division. The new division, dubbed HX, will “handle [Horizon's] machine-driven ad buys for clients.”
According to AdExchanger, HX has partnerships in place with Turn, The Trade Desk, Adap.tv (video) and Adelphic (mobile/cross-device).
AdExchanger also interviewed Adam Heimlich, SVP of programmatic at HX, and Donnie Williams, chief digital officer at Horizon, about programatic and the new HX division.