"Data Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today's column is written by Jay Seideman, US director of the targeting and exchange team at Microsoft.
Programmatic has been never simple. But back in 2010, programmatic only meant one thing: the auctioning off of display impressions, also known as real-time bidding (RTB).
Today programmatic is a loaded term that can mean widely different things. As media sellers, programmatic must be treated like a Russian nesting doll. Sellers need to ask the right questions to peel back the unimportant layers and dig into the marketer need that is underneath it all.
Buyers, on the other hand, need to be more upfront with stating their marketing goals, as opposed to just asking for programmatic offerings because it’s the hot new marketing term.