January 25, 2023
The world's biggest advertisers
have largely embraced programmatic media-buying, and increasingly have shifted to independent and/or in-house trading models with the primary effect being greater transparency in terms of the actual
cost of acquiring inventory. That's the finding of a just-released survey of member of the World Federation of Advertisers, …
Joe, for the sake of clarity, I assume that this refers almost totally to digital media buying, not TV, radio or magazines. Also, a large part of the dollars spent in this fshion are, no doubt, sales promotional not branding dollars and are usually handled by specialist shops or are executed in-house.
@Ed Papazian: I'm sorry if it wasn't clear, but it pertains to any media the marketers buy programamtically, so yes, it could and probably does include some TV, radio and magazines that are sold programmatically. Re. promotion vs. branding, I don't think you can assume that just because it is bought programmatically that it's performance vs. brand marketing, but I think the overall trend is toward performance.