The key focus of programmatic buying should be on delivering business outcomes for a marketer, says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. If an agency can do that, then it makes sense to keep programmatic buying in house, he says.
In the coming year, he predicts the big agencies will focus on building out their trading desks more, adding new capabilities and layering in more first party data and CRM data. Look for more consolidation too.
Working with an agency on programmatic buying can bring several benefits to marketers, Kathuria adds. They include access to talent, finance and scale. As programmatic buying grows, agencies need to continue to invest in the infrastructure to support it. “It needs a constant investment all the time,” he says.
We spoke with Kathuria for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.