As agencies improve their programmatic capabilities, they need to figure out how to integrate them into the overall media-buying strategy. Holding companies’ programmatic arms offer their sister agencies tools, training and education, but they remain a separate ad unit with their own name. This structure makes sense for now but could change when programmatic becomes a more general skill set. “I imagine that in two or three years, programmatic as a word will become meaningless,” said David Cohen, president for Magna Global.
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