Programmatic advertising has revolutionised brands’ media buying – bad news for traditional display but good for television, which has become even more important within
multichannel advertising strategies. According to third-quarter ad spend figures from Standard Media Index (SMI), UK spending on programmatic surged by 61.6% year-on-year in the first
three quarters of 2014. This compares to a 2.7% decline in traditional display advertising bought directly from a media owner and a 1.5% drop in out-of-home.
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