Bob Garfield

Will programmatic buying become the industry standard?

Are you still buying digital media with insertion orders and manual RFPs? Your competitors aren't. Here are the methods that are becoming the new industry standard.

We've heard for years that the emergence of programmatic buying is upon us. But will it overtake traditional ways of purchasing and executing digital media campaigns? While highly efficient, the programmatic process presents challenges for marketers and publishers that must retool their direct sales forces and digital planning strategies.

John Nardone, CEO of [x+1], has been predicating this shift for more than a decade. In this exclusive interview, he explains why traditional media purchasing methods might soon be obsolete. He also provides reasons why you should already be embracing some programmatic methods.