Putting People Into Programmatic
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Ask a sampling of advertising and media industry executives how programmatic ad buying works and you’re likely to get some varied answers. You’ll hear, as you might expect, that programmatic automates the buying, placement and optimization of media. But if you listen closely, you’ll also pick up on some subtext: the notion that programmatic buying is displacing the traditional sales element.
Those in the trenches know this isn’t true; the rise of the machines is not yet upon us. But the misperception does bring up an interesting question: What role do people play in programmatic, and how can man and machine work together to make the most of these technologies?
It’s a good question to address, because programmatic buying figures significantly in the future of the advertising industry. It’s big, and it’s getting bigger, accounting for $15 billion of the approximately $58.6 billion digital advertising pie this year, according to eMarketer. That’s 55% of all the money spent on digital display ads in the U.S., and a nearly $5 billion increase over 2014.
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