11. The Role of Programmatic Platforms in Personalized Advertising
It is not clear whether the push for dynamic and personalized advertising came about as a result of the major shift to programmatic media buying or whether these two simply happened at the same time. It seems like it is most likely the former, for a few possible reasons.
Programmatic media buying platforms have brought a lot of scale and efficiency to media buying. Brands have adopted programmatic platforms because of the cost and process efficiencies that these platforms have brought to the table. The traditional media buying process involves spreadsheets, slick media salespeople, ad networks with suspect inventory, and the never-ending back-and-forth on pricing. Even though ...
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