Bob Garfield

The 12 worst things that could happen to marketers in 2013

  • 7 of 12
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Worst thing No. 7: Too much focus on programmatic buying

Beware of the temptation to get too caught up in programmatic buying in 2013. Brad Piggot, Brightroll's VP of U.S. sales, says shifting our focus to this area (instead of relying on our teams) would be the worst thing for digital marketers in the next year. While the future should include replacing manual RFPs, negotiations, and insertion orders with automated media buying, don't abandon your traditional methods just yet.

Brad Piggot oversees and manages central region for BrightRoll, the leading online video advertising network.