• The Drum, Wednesday, April 2, 2014 5:52 PM

The Drum has written an article -- featuring a 4:38 long video of Google, Boehringer Ingelheim, VivaKi, and WFA execs -- saying that “programmatic trading is changing the industry business model.”

The Drum writes: “Programmatic trading is shaping the future of media buying and is likely to fundamentally alter the industry business model, according to Mark Butterfield, head of global media at Boehringer Ingelheim.”

The topic moves on to agencies, with Butterfield noting that “agencies must define their places more clearly in the market."

Read the whole story at The Drum »