CHICAGO – As programmatic buying has matured, agencies are pulling it from separate departments and integrating programmatic buying more closely into core operations, says Lisa Weinstein, President, Global Digital, Data and Analytics at Starcom MediaVest Group, in this interview with Beet.TV.
The evolution of programmatic buying inside agencies is similar to the growth of digital departments, which had previously been siloed, but are now more integrated inside agencies, she says. SMG counts 8000 employees globally who can leverage data and technology and that’s why it makes sense to weave programmatic buying back into the core of the business inside the agency.
“It is our business today. It’s not some separate unit. It’s people leveraging technology,” she says. This shift mirrors how programmatic buying itself has become widespread. Any inventory source that can be accessed through technology in an automated fashion is fair game for programmatic buying, so that includes display, mobile, video, social and even search, Weinstein says.