SAN FRANCISCO — Data-driven buying processes beget data-centric advertising. At least, that’s how the evolution of the collection of automated and algorithm-heavy trading techniques dubbed “programmatic” has played out so far. But are things changing?

“We’ve put it in to a box of it only being performance-driven – that was a mistake,” says programmatic SVP Michael Brunick of IPG’s Magna Global insight agency.”

“One of our great areas of success we’ve seen has been one of of our largest brand advertisers starting to really heavily invest in programmatic and measure their results around soft brand metrics like intent-to-purchase consideration and awareness.”

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