‘We as an industry have poisoned programmatic’: Mumbrella360 video

Scott Hagedorn doesn't mince his words. Over the course of this video from the Mumbrella360 conference, he makes one thing incredibly clear: “We as an industry have poisoned programmatic”.

Everyone’s got an opinion on programmatic. But what do the people who ruined it for everyone else have to say on the matter?

In this eye-opening video from the Mumbrella360 conference, Scott Hagedorn, global CEO of Hearts & Science, warns that the damage the ad industry has done to programmatic has been so great, there may not be a chance to repair it.

“We as an industry have poisoned programmatic,” Hagedorn said. “We told clients oftentimes that it was about real-time trading and there was all these people with hands on keyboards that were doing bidding and going after inventory, when in reality it was more of a set it and forget it.

“We would go in and program a client’s KPIs into a DSP and we would focus on the buying side of it and then it became increasingly non-transparent. We actually poisoned probably the best-part about programmatic.”

Hagedorn tells the tale of the poisoned apple

During the course of the video, Hagedorn also touches on the reaction from clients, and how the modus operandi was an attempt to go backwards, rather than fix what was already there.

“There is a client knee-jerk reaction right now with everything that’s happening in digital to try and go back to the way it was, let’s go back to television – that is a very dangerous line of thinking,” he said.

For more from Mumbrella360 2017, be sure to check out the light-hearted lunchtime debate discussing whether or not digital metrics are bullshit, featuring Mark Ritson, Louise Barrett, Ashley Ringrose and Dan Monheit.


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