In advance of Advertising Week Europe which takes place March 20-24, Chris Allen, Managing Director of North America, Infectious Media, argues that programmatic is quickly making the global media
agency obsolete. "I hate to be the one to spoil the party – we all love a bit of jet-setting glamour – but times are changing and the truth is, the days of the global media agency are
probably numbered. The reason behind this is the same thing that’s driven so much disruption in advertising over the last decade: programmatic," Allen writes. "From fairly humble beginnings in
the last decade, programmatic has grown to take up a powerful role in the advertising ecosystem, accounting for more than two-thirds of U.S. digital ad spend and growing by double digit figures every
year."
Allen argues that programmatic has reached a point where it is "challenging the idea that agencies above all else need size in order to
thrive. Programmatic advertising can be scaled globally from one central engineering hub, while campaigns themselves are adapted to each market. The algorithms that power it are programmed to take
into account an almost limitless number of variables, be that language, time of day, weather conditions, location and even local pollen counts. The level of adaptability open to advertisers is
staggering and growing by the day."
Furthermore, he suggests that the only way for agencies to realize programmatic's full potential, is if they begin building their own technology.
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