Enough independents have raised the issue, so it's worth wondering aloud whether costs slashed in one area are replaced by fees or rebates via programmatic display.
This interview begins with me spreading a pile of slick brochures of Xaxis products and services on a table and asking global CEO Brian Lesser, "How real and differentiated are they?" His answer explains why he's "WPP's $4 billion man."
That's certainly how one very senior media buyer from a huge holding company's trading desk recently described it. Time for those remaining to get trained up?
Research shows that B2B marketers in the U.S. hold content, SEO and automation in the highest regard. Put them together and what do you have: programmatic native?