Programmatic Media Buying at Magna Global Rising Fast

By on 01/27/2014 6:20 AM @robertandrews

VIQUES, PR — IPG’s Magna Global media agency has tried to aggressively embrace automated platforms for the online ads it trades in. And things are moving faster than it expected.

“We had a goal set for 2013 of putting 5% of our total spend through programmatic,” says Kristi Argyilan, the group’s north America president. “We exceeded that goal by 30%.”

“We’ve been really focused on pushing as much as possible through programatic channels. We’ve seen an increase in 2013 alone of probably about 50% year-over-year.”

Argyilan says CPMs and effectiveness are becoming much stronger. She was a speaker at the Beet.TV executive retreat in Vieque, Puerto Rico, where this segment was filmed.

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