Q&A

Behind The Rise Of Programmatic Buying

Programmatic buying is the hot thing in media now. In its simplest terms, programmatic is anything that involves replacing manual buying procedures in media with automated ones. Spending on programmatic will rise from $3.3 billion this year to more than $9 billion in 2018, according to eMarketer, but there are still many in media who have reservations about it. Three Kelly Scott Madison execs discuss how programmatic buying can benefit clients, what media people still misunderstand about it, and how sellers could make it easier.