• by Tyler Loechner , Staff Writer @mp_tyler, March 25, 2015

Programmatic ad technologies have flipped the ratio as it relates to reliance on human gut versus machine processing, says Bret Leece, global chief analytics officer at Initiative.

He was speaking during the “De-Mystifying And Humanizing Programmatic” keynote Q&A at the Programmatic Insider Summit in Scottsdale, AZ. on Wednesday morning.

“Once the programmatic takes off,” says Leece, “it gets objective really fast.”

Programmatic is changing the very nature of relationships between buyers and sellers, Leece asserts, but said human judgement still plays a large role when it comes to formal partnerships. The bar should be raised when it comes to partnerships, he stressed.