Barr
y Lowenthal, president of MDC Partners’ The Media Kitchen, slammed Interpublic’s Magna Global’s estimate that 50% of display advertising is now bought
programmatically. He says it’s a sham, because he believes the Kitchen is among the most aggressive users of programmatic media buying, and he estimates that only about 20% of the agency’s
“non-search display inventory” is bought programmatically today. “And from what I hear, that’s a lot more than the other holding companies,” he said, estimating that
it’s more like 15% of the display buys bought across Madison Avenue.
“I’d love to know who is buying 50% of their display
programmatically,” Lowenthal said, adding that the Kitchen is pushing hard, and trying to move into newer inventory like “video and mobile,” but it just can’t find the
inventory to do it.advertisement
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