NAPA, CA — It’s one of the hottest media buzzwords of 2014 – but everyone seems to have a different definition for the set of new-wave ad-trading techniques collectively referred to as “programmatic”.
At programmatic’s core, says Nielsen digital MD Andrew Feigenson, is moving dollars that, once, were transacted manually in to some automated process. But a description that ends there would be “short-sighted” because programmatic “makes media buying fundamentally different”, Feigenson adds, offering up three characteristics of programmatic…
- Buying specific audiences as opposed to buying the contextual audience wrapper of content.
- Machine learning and optimization: “Rather than a human pulling levers to change a campaign in flight, you have systems listening, learning and adapting.”
- Real-time dynamic ad insertion and bidding.
We spoke with him recently at the TubeMogul partner meeting. For more videos from the event, please visit this page.