Commentary

400,000 Reasons Why You Have To Get With The Programmatic Program

Because there’s no way you can buy media in an RTB marketplace without it. Well, at least not if you’re a human being and not a machine, said Art Muldoon, CEO and Co-Founder of independent agency trading desk Accordant.

Citing data from Accordant’s soon-to-be-released RTB market report, Muldoon noted, that the company bought inventory on 250,000 sites during the second quarter, and on 400,000 sites last year. Moreover, many of those purchases were done in machine time – within 50 milliseconds, matching the ad impression with a brands goals.

“That obviously can’t be done by an agency media planner,” Muldoon asserted.

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