• by Gavin O'Malley , Staff Writer @mp_gavin, November 20, 2013

How conversant are clients in the finer points of programmatic ad buying? Hardly at all, according to Christine Bensen, Media Strategy SVP at iCrossing. At the risk of offending a few attendees at OMMA RTB Seattle, on Wednesday, Bensen even joked that she has to draw a lot of diagrams for clients. Alas, a lot of people that you’d expect to have fluency in programmatic ad buying are pretty clueless, Bensen continued. As such, she said she’s spent the past year doing little else than educating, educating, educating. Yes, “a lot of education,” Bensen said. Some less than knowledgeable clients have even expressed a desire to “throw out their entire marketing plans” to focus entirely on programmatic, according to Bensen -- not the best idea, in her humble opinion.