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Traditional Advertising Buying Under Threat

13 Mar 2014

Programmatic trading of advertising has been around for a decade or so, but advocates believe 2014 could be the year it breaks out beyond its online display roots and takes hold in other media sectors, reports The Media Guardian.

A highly complex, computer auction-based system of buying ads - with transactions taking fractions of a second - programmatic trading is similar to how stocks and share are traded in the city. The trading, which takes the form of automated real-time bidding based on complicated algorithms, matches ads with audiences.

Long-established methods of buying and selling advertising, involving transactions between media buying agencies and media companies' in-house sales teams, are under threat as publishers, broadcasters and outdoor advertising companies eye up the cost-saving opportunities of programmatic trading.

Click here to read the full FIPP article

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