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Level 3  |  Business Insight

Programmatic advertising, at first glance can seem like an ambiguous concept. A starting point would be to think of programmatic as a way to buy and sell advertising – with some parts automated, and others, programmable, making it an easier more efficient way to buy ads and opening more opportunities to leverage data in real-time, given that less manpower is involved.

However, programmatic cannot be completely automated. People are still a necessary part of the process. Some programmatic channels (e.g. video or native) offer less automation than others (e.g. desktop display advertising). Besides, you require people to make decisions regarding strategic targeting and performance optimization. To put it simply, programmatic advertising is like flying on autopilot; most decisions are handled by technology, but the pilot is still required in the cockpit to decide where to go, and to occasionally take over the controls.

Level 1  |  Digital Transformation

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Level 2  |  AI Modeling

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