The Future Of Programmatic Buying Discussed At Ad Week Europe
April 19, 2016 at 6:02 AM (PT)
There's been lots of talk, and much written about the future of programmatic buying -- and when it might arrive in full. But how far off is that future? According to a report in THEDRUM.COM, "In as little as five years, all forms of ‘traditional media’ could be traded using programmatic, or automated, media buying technologies. Although resistance from the old guard, concerns around regulations, and the ongoing ‘tech fear’ (as well as headaches) is holding back the potential benefits it poses, according to panelists at today’s AD WEEK EUROPE sessions."
These opinions were aired on a panel at AD WEEK EUROPE, hosted by RUBICON PROJECT titled, "The Future Of Automation," where participants discussed their own company’s ambitions in the space, as well as dynamics holding it back.
"Hosting the panel was OLI WHITTEN, RUBICON PROJECT, SVP/EUROPE, Interim Head Of International, who told attendees that the ad tech behemoth prefers to steer advertisers and media owners away from the jargon of 'programmatic,' instead preferring to use the term 'automation,' notes THEDRUM.
“Programmatic buying will be a subset of the automated movement... everything that can be traded programmatically will be,” said WHITTEN.