Expected to account for over $3 billion in advertising spending and 20% of all display media buys this year, real-time bidding (or RTB) has emerged as the most common of the programmatic marketing use cases.
In this brief video Winterberry Group’s senior managing director, Bruce Biegel, explains what programmatic media buying is—including how data, technology and workflow automation are being leveraged holistically to drive value for all constituents of the marketing and media landscape—and how the practice is likely to evolve.
For more information on programmatic marketing you can download Winterberry Group and the IAB’s new report, Programmatic Everywhere: Data Technology and the Future of Audience Engagement.
| As Winterberry Group’s senior managing director, Bruce Biegel leads the firm’s consulting practice and establishes its strategic and operational agenda. |
