LONDON — Many brands and publishers think so-called “programmatic” online ad sales mechanisms excel at cheap ad inventory. But times could be changing – and so they should, says one GroupM data exec.
“At the beginning, programmatic started more from a performance background,” GroupM’s Xaxis UK MD Nicolas Bidon tells Beet.TV. “It was associated, rightly or wrongly, with second-tier quality and not a brand-safe environment – a lot of brands stayed away.
“For me, it’s about using data and analytics to find the right audience for specific advertisers. That has nothing to do with the pricing mechanism – ie. is it an auction or is it not? – nor with a specific format – ie. is it display, video etc?”
Bidon was keen to stress the difference between programmatic methods and auction- or real-time-based systems.