While programmatic advertising continues to evolve, could the traditional method of upfront deals be making a comeback?
MediaMath, along with a select group of media industry leaders, attended “Beet Retreat 2016” in Puerto Rico earlier this month — a networking event for executives — to talk about all things digital video, including the future of programmatic buying.
Our very own Sam Cox, MediaMath partnerships VP, joined a panel by Beet.TV to discuss programmatic on the buy side, shedding light on the fact that you can indeed merge programmatic and guaranteed advertising.
“Programmatic is neither real-time nor bidded,” Cox said, “by working with the publisher as well to get them to understand that you can make a forward commitment on a guarantee on a specific volume, a specific value and flight dates and hit it, while delivering a greater return for the marketer, is an important thing to get out to both sides.”
So what does the arrival of upfront ad deals mean for programmatic?
Further to his point, Cox mentioned the importance of striking a balance — by having embraced header tags, allowing real-time data to support guaranteed transactions and by having eliminated exchanges.
Click here to watch the full session from Beet.TV