Automated media trading 101

What is automated media trading? How does it work and how will it ultimately affect the industry? In a feature that first appeared in Encore, Nic Christensen investigates.

The automation of media buying might sound complicated but according to one media agency boss, it isn’t rocket science.

Henry Tajer, executive chairman at IPG Mediabrands, says: “We have an opportunity to leverage technology into our business operation and of course there are benefits to doing this. It’s many things but it’s not really rocket science.”