Digital media introduced the game-changing programmatic model for ad-buying, in which marketers win inventory by automatically bidding on it for specific audiences across channels. But traditional advertising is quickly catching up to this new approach that has been so widely adopted and championed across digital.
For example, the increasing digitization of TV ad campaigns has given brands the opportunity to target multiple audience segments that watch specific shows. As data increasingly converges with new automation technology, more inventory in all media formats is being sold through programmatic platforms. This offers an enormous opportunity for marketers to seamlessly build campaigns that are people-centric and span multiple channels, rather than channel-based and device-focused campaigns. […]