TRENDING

All posts

TRENDING

Will Programmatic Ad buying make media planners redundant?

Ever wondered why you see an ad for Samsung Galaxy A9 phones while reading a story about the forthcoming launch of Apple iPhone 7 on a tech news site? Call it smart advertising and right targeting if you wish. But a new technology called ‘Programmatic Advertising’ (also Programmatic Ad Buying) has enabled that in a jiffy. And it beats the old approach which is reserved (or traditional) media buying. Ad networks are passé. Real time bidding and digital ad exchanges are in.