As anyone who reads my research knows, I am the resident display ad technology geek on the Interactive Marketing team. I am fascinated by all things acronym-related, from DSPs to DMPs to RTB. And my experience co-launching Razorfish’s “agency trading desk,” ATOM Systems, in 2008 taught me a lot about what matters — and what doesn’t — in rolling out an audience-centric programmatic buying strategy, and what steps to take to set clients up for success.
Well, I thought it was time to share this story in my new report, The Future Of Digital Media Buying. It explores how digital media buying is dramatically transforming and outlines the steps marketers must take to succeed in this new digital media buying world.
The long and short: laser-focused, programmatic media buying is now a reality and that’s a good thing for you. Here’s what’s driving the opportunity: