And it is bringing with it a cascade of benefits, says Kavita Dhyani.
In the last three years programmatic buying has become a popular buzz-phrase in the digital media world, and it is interesting to see more and more agencies are adopting this new technology-led media buying method. At the moment, it is mainly online display ads that are traded programmatically, but increasingly media companies and agencies are exploring ways to sell ‘traditional’ media this way too, including TV spots and outdoor adverts.
This method of media buying is revolutionising the traditional process which involved manual insertion orders, manual negotiations and proposals from ad sales. Now, the techno
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