The word programmatic as applied to media buying seems to invoke a lot of misunderstanding and confusion. It almost has a sinister overtone given the scandals of impact mis reporting by prominent media organisations. Is it something in the the " cloud " and full of hot air?
Let's break this topic down into simple parts
Programmatic media buying can be described as follows -
"Programmatic Buying describes online display advertising that is aggregated, booked, flighted, analyzed and optimized via demand side software interfaces and algorithms. While it includes RTB it also includes non RTB methods and buy types such as Facebook Ads API and the Google Display Network"
Television and Radio have moved to programmatic buying in order to save time and cut back on the cost of sales executives.
Programmatic is not a big deal in terms of something new, it is an evolvement in the way time and space is purchased.
What is missing however is the human element, the personalised touch that comes from a human analysing the environment of the media buy
and also checking if your message is likely to be read by robots, tyre kickers or a real live potential customer. Programmatic is an impersonal computer model that does not know about the environment of the buy nor how your message will look. It does not know the emotional and sensitive sides of a media buy. It only counts numbers and buys at a predetermined price.
Whilst gadgets , widgets, buzz words and whiz bang fandangles abound in media, the golden rules never change.
That is - impacting the desired and chosen target audience with effective frequency, in the right environment at the best cost efficient price.
Then check and audit what you got.
If you thought that media buying by a real human is a thing of the past think again. No computer or programmatic system will ever replace common sense.
If your media policy, media strategy, media planning and media buying have not addressed programmatic buying models, Media Futures recommends you seek out a qualified independent media specialist.