SAN FRANCISCO — The spread of programmatic buying in media is changing how agencies buy and sell media, but also how they approach metrics, says Gregg Colvin, North American Chief Operating Officer for Universal McCann during an interview with Beet.TV. “This is a mindset change. Planners and buyers are thinking towards a more nuanced approach to KPIs and using programmatic to become more effective,” he says.

That means that both buyers and sellers are layering in more levels of data from a range of sources to isolate the marketing objective, the KPIs, and how to find the most appropriate content to drive the ideal results. “The benefit to programmatic is a huge cost efficiency,” he says. Universal McCann is betting big on programmatic and expects to devote 50% of its budget to that buying model in the coming years. The agency’s parent company IPG Mediabrands Magna Group created a consortium with various content creators last year to further drive the programmatic business.  “We need to move towards a time where we are platform agnostic and we think of solutions first and not worry about where the content lives.” MagnaGlobal has said that programmatic buying in the U.S. was on pace to reach $10.5 billion by 2017.

We interviewed Colvin at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.TV. You can find more clips from the event here.