Programmatic buying of Brands: Media Owners vs Agencies
Programmatic buying involves the use of data technology and inventory, to target better at cheaper rates. Demand (that lower the price) products are offered by Media owners (digital publishers) as well as by Agencies. Just as Advertisers are unlikely to accept pricing products from a traditional media owner, would accepting a pricing product from a Digital media owner be acceptable, if not preferable to one offered by Agencies?