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Media Planners Turn To Programmatic To Recapture 'Glory Days'
IMedia Connection posted an article titled: "Why Every Planner Wants To Be A Programmatic Buyer." They write that the glory days for media buyers are gone and that media buying has gone "geek."
"Sure, all of this technology can be daunting at times, even for the true pros. But the good news for media buyers is that the same technological wave that brought them real-time bidding and retargeting has also led to much smarter reporting tools. And smarter reporting means that media buyers can spend more time discussing valued-added tasks, such as optimization tactics or creative alignment with the client's brand," the post says.
"Sure, all of this technology can be daunting at times, even for the true pros. But the good news for media buyers is that the same technological wave that brought them real-time bidding and retargeting has also led to much smarter reporting tools. And smarter reporting means that media buyers can spend more time discussing valued-added tasks, such as optimization tactics or creative alignment with the client's brand," the post says.
Tyler Loechner is a MediaPost Reporter covering real-time, programmatic, RTB and more. You can reach Tyler at tyler@mediapost.com.
http://www.imediaconnection.com/content/34781.asp