Programmatic does not mean cheap, remnant or RTB. Rather, there is a clear path to premium inventory via programmatic technology.
Leaders from both the buy side and the sell side joined together at the top of Hearst Tower to discuss the current state of the premium programmatic world. Discussions were centered on how programmatic is utilized to access premium inventory and included topics on private marketplaces, programmatic direct, first look inventory and much more.
FRWD’s own John Grudnowski (@grud, seated wearing white) was asked to join the agency panel which consisted of top agency side programmatic leaders including:
- Adam Heimlich, SVP Programmatic, Horizon, @adamheimlich
- Barry Lowenthal President, The Media Kitchen, @barrylowenthal
- Ben Winkler – Chief Digital Officer, OMD @bwinkl3r
The agency panel discussed the past, present and future roles of the agency within the programmatic space. Each member offered a unique perspective on where the programmatic tech stack belongs, how inventory is being evaluated and made predictions for 2015. Predictions included private marketplaces replacing exchanges, greater client adoption and 100% of publisher offerings being made available via programmatic technology.
As programmatic buying continues to rise, it will be interesting to track which of these predictions come to light in 2015.
Interested in hearing more about programmatic?
Follow our blog to read more about programmatic media and join us at our new Buyerside Chats! Buyerside Chats will bring the programmatic community together for monthly meet-ups to discuss best practices and trends in the programmatic space. Stay tuned for more details on our next Buyerside Chat!