It is often said that the “programmatic” shift from manual ad-buying to automated mechanisms will do for Madison Avenue what computer trading did to Wall Street. But, on one measure, it’s already bigger than that.
“The number of transactions now on the DoubleClick Ad Exchange, if you add them together, is larger than every stock exchange in the world put together,” Google media platform sales head for Americas, Jay Vanderzee, tells Beet.TV.
“The entire world has voted. This type of transaction is now so large at this point, I find it hard to believe we’re ever going to go backwards. We’re just at the beginning of the data revolution.”
He was interviewed at Beet.TV’s annual executive retreat by Nielsen digital MD Andrew Feigenson