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Posts tagged with Programmatic Media

The future of programmatic media (part four)

I spoke at an event last week looking at the role of programmatic in VOD and its suitability for building brands in a digital environment.

There were a number of people speaking about creating more brand based measurement, data consolidation, using client site and CRM data and the rise of programmatic as a fundamental future facing model for all media buying.

While I agree that programmatic is best viewed as opportunity trading and currently somewhat disconnected from the planning and brand strategy teams, I was struck by the lack of discussion about the role of attribution technology in aligning the true value of programmatic media with an agreed end conversion point.