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.

Four years on: the growing pains of programmatic media

My recent blogs on content and data have led to subsequent conversations about the role of content within RTB (real time bidding). In particular, how the recent announcements from Google, concerning programmatically served content, will play out over the next 18 months.

It’s important when dazzled with new announcements from tech megabrands in particular to get perspective. To help set the context, here’s a recap of my experience of the rise of programmatic media.