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Tomorrow's TV Ad Buyers Are Programmatic At Heart

Like it or not, tomorrow’s TV ad buyers are being imbued with a programmatic mindset, according to Janice Finkel-Greene, EVP of Buying Analytics at Magna Global. “It’s a new breed of buyer [who has] a whole new way of thinking,” Finkel-Greene told attendees of MediaPost’s Programmatic & RTB Insider Summit, on Wednesday. At Magna, they’ve been nurturing this new generation by bringing together programmatic buyers with local spot buyers, and letting each learn from the other. “Together, they’re developing a whole new and inspiring skill set,” Finkel-Greene said. Amid this convergence of cultures, however, it’s more important than ever to consider “different levels of inventory, and different ways to approach those different levels,” she said. In other words, top-tier deals still call for lunch at The Four Seasons, while others don’t require any human involvement. “Relationships belong with the inventory that’s worth having relationships for,” Finkel-Greene said.

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