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Effective programmatic advertising is arguably the best thing that ever happened to advertising.

• bsg75 11y ago
  Would your provide some more detail or reasoning here?
  • brtt 11y ago
    Presumably, statement (emphasis on effective) was based on the inference that content would be more relevant given additional AIO/behavior parameters. But programatic opponents could cite URL masking and other fraudulent practices that are rampant across ad-tech.
    • phamilton 11y ago
      See my follow-up. It's about more than just relevance.
• phamilton 11y ago
  To expand: Programmatic advertising is the notion that an ad isn't sold until it's requested. Lazy ad buying. Rather than bulk buy ads for a flat rate, each ad opportunity has its own individual cost. Being able to find market value for an ad opportunity has completely turned the advertising industry upside down. When a few phone calls and a dense Rolodex were previously the secret to effective use of advertising money, today ad opportunities are sold in a fairly open auction in real time. That is a big deal. Sure it has caused its own problems, such as those cited in the article, but Ad Tech has disrupted traditional advertising and made it arguably more efficient economically.