Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
This is the capstone to the series the “New Agency Model,” which is sponsored by PulsePoint™, a next-gen ad technology platform that fuses the science of programmatic targeting, distribution and optimization with the art of content marketing. It was written by Scott Portugal, svp of programmatic and strategic alliances at PulsePoint.
As we’ve moved from the age of Mad Men to the age of Math Men, we’ve seen the rise of programmatic marketing – not just real-time bidding. Brands are starting to systematically connect with their audience as efficiently as possible, but still want their media to have meaning — think Apple’s “1984” ad. So for brands in 2014, RTB will increasingly mean “Real-Time Branding.”
Purveyors of advertising as art are quickly adopting trading desks and horizontal marketing platforms to quantify and optimize every part of the user-engagement process. Technology will continue to evolve, and the publishers and agencies that embrace this evolution will thrive in programmatic media.
So if science is replacing art, and science is governed by the laws of the universe, it’s time for us to channel our inner Einstein (instead of our inner Escher) and create the unified theory of media physics. These are the Laws of The Media Universe, and the science of advertising helps explain how this Universe works. So the real question: Is your firm ready for the brave new world, or are you a dying star fading away? Are you ready to embrace the New Laws of the Media Universe?
More from Digiday
Digiday+ Research: Brand marketing will be the priority in 2026, after revenues fell short of expectations
Revenues fell short of marketers’ expectations in 2025. But they’ll be working with bigger budgets in 2026, and focusing on brand marketing.
ChatGPT enters the ad game. Now what?
OpenAI has begun testing ads in ChatGPT through premium brand partnerships, signaling a new phase in its monetization strategy.
AdCP vs. IAB Tech Lab: Inside programmatic advertising’s agentic AI standards showdown
Ad Context Protocol and IAB Tech Lab’s Agentic Roadmap offer two competing approaches for updating ad tech for AI agents. Can they coexist?