In a refreshing interview with
AdExchanger's Allison Schiff Omnicom Digital CEO Jonathan Nelson says programmatic sits at the heart of the revolution within agencies but that doesn't mean
that creative has to get short-changed. Speaking at Mobile World Congress in Barcelona, Nelson said programmatic buying is a “huge part of what the media landscape actually is... But what seems
to have gotten lost is the human factor – the creative side of it. You can have the best targeting suite on the planet, you could find the exact right person, but if you don’t have
the right message, what’s the point?” He went further to suggest that programmatic is "really just about the automation of the transaction around media, whether that is an auction
... or programmatic direct or programmatic reserved, which is really using programmatic to just do the actual transaction." The challenge for agencies, he said, is how to guarantee "the right
audience, the right inventory – on an upfront basis, but to take that inventory on a programmatic basis. [From an Omnicom perspective,] you’ll see us move from an open architecture,
an open bidding scenario, to a bit more of a closed upfront marketplace."
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