Marketers “Lean In” to Programmatic: In Their Own Words


We read about it every day: brands are rushing to jump on the programmatic train. Yesterday, Zach Rodgers at AdExchanger wrote about how agencies are preparing themselves for this fast-growing trend as big advertisers begin to shift the majority of their budgets to programmatic channels.

Many of the topics covered by the agency leaders interviewed for the article- such as the role of the brand and the agency, the structure of the programmatic organization, and taking programmatic in-house – are just a few discussed by the hundreds of brand and agency marketers that attended our “Marketing in the Programmatic Age” roundtable event series. The six-event series visited five cities – New York, Chicago, Los Angeles, Dallas and Detroit – over four months in 2014, and yielded countless hours of frank and candid panel and roundtable discussions.

Recently released report with the invaluable learnings and best practices from those in the programmatic trenches in their own words – unique to our industry.

“It’s a challenge to get people to adapt to programmatic, but once they do, it’s like a drug. They want it all of the time,”  said one major entertainment company executive. This is just one of the many insights from the report on programmatic and the direction of the industry.

In his AdExchanger piece, Zach notes that “June 2014 will go down as the month when you needed two hands to count the number of big advertisers running their machine-driven media buys in-house.” If the discussions that took place at our roundtable series are any indication, June certainly won’t be the last month we’ll see this trend continue. The full report will be available in early July.