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Programmatic ad tech: It doesn’t have to be boring! Tate Modern alerted us to a forthcoming campaign to support BMW Tate Live: If Tate Modern were Musée de la danse? A two-day takeover of the gallery by choreographer Boris Charmatz.

Targeting relevant audiences in the UK, US, Germany, and France, ads featuring live footage of the performances will be placed in premium publications on May 15 and 16, the dates of the event. Here’s an example of one of the ads, using recorded rather than live footage.

We’re told that indie media agency Total Media will execute the programmatic campaign using Primo, a new engagement marketplace from tech company MediaMath and online ad network Silence Media. Fancy stuff.