Google recently announced it will remove YouTube inventory from the DoubleClick Ad Exchange by the end of the year. This is a "walled garden" being built before your very eyes. No, it's not a wall quite like the one from HBO's "Game of Thrones" -- a Google representative said to Real-Time Daily that the move will only impact a "relatively small amount of YouTube buying" -- but it does give YouTube, and therefore Google, an air of exclusivity.
The good news is that the advertising industry loves ad tech and has found plenty of applications for it. The bad news is that some love the tech blindly, a fact that could catch up to them sooner rather than later.
Media planning agencies know that programmatic media needs to be ingrained throughout their organizations. As a result, agencies have been working with DSPs and digital consultants to teach their staff how to plan and buy programmatic media. This type of operational training introduces the mechanics of programmatic media, but it doesn't change the core behaviors of media planners. They are unprepared to deal with a channel that is dynamic and requires constant attention. Agencies need to push for more active behaviors that will transform their media planners into programmatic strategists and buyers.
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