Hasta La Creative!

Media agencies are generally dealing directly with fewer media sellers, as they increasingly try to use programmatic buying to procure premium inventory, according to an Advertising Week panel on the evolution of the practice. The discussion was moderated by Rubicon Project senior VP Jay Sears and revealed that the shift to include more premium inventory in programmatic deals can create wrinkles in the buying process.

“Programmatic is critical,” said Michael Brunick, senior VP-programmatic at IPG’s Magna Global. “We are starting to spend more money with fewer bigger and better partners. That gives us leverage.”

That doesn’t mean their clients’ ads are showing up on fewer sites, however. “Ads will show up in more places. We need to use programmatic and technology to do that,” he said.

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