Programmatic media buying (PMB) has been touted as the future of media planning and buying, especially in the online digital segment.
A September 2011 Forrester report, “The Future of Digital Media Buying,” by Joanna O’Connell and Michael Greene, asserts that media professionals not engaging in programmatic buying will be in jeopardy of losing their jobs through obsolescence.
I have recently spoken to over 25 digital media buyers from large agencies, all of whom told me that they were well aware of the benefits of and motivations for adopting PMB.