Q&A WITH VINCENT LETANG & LUKE STILLMAN
Why Programmatic Ad Buying Is So Hot
Over the past year, buzz over programmatic ad buying has soared, but it’s been hard to determine just how popular it is. Now there are some solid numbers behind the buzz. A new forecast from Magna Global predicts programmatic buys worldwide will hit $21 billion this year, up 52 percent from last year. Magna’s Vincent Letang, EVP-director of global forecasting, and Luke Stillman, manager of global forecasting, talk about why programmatic is growing so fast, how it is changing media people’s jobs, and whether the rest of the world is adopting programmatic as fast as the U.S.
