Programmatic may be the future, but we live in the present
Programmatic has the potential to take an audience of one million and make it one million audiences of one. However, while this is great in theory, we’re still not quite there yet, as Path 51 MD Simon Larcey explains.
The world of programmatic excites me. The ability to automate the media buying process is the future of our industry. However, ‘future’ is the operative word here – if you honestly believe a business that tells you they can offer a fully automated system today, then I’ve got a bridge overlooking Sydney Harbour to sell you.
I recently read an article that said programmatic takes an audience of one million and gives you the ability to make it one million audiences of one. This is exactly where we want to get to. Hit one million people individually, with a message relevant to them, in an environment they will respond to.
Programmatic: the ability to make it one million audiences of one
Just awesome, but, based on the current technology available, completely unrealistic.
Yes, just like the stock market day traders we’ll be sitting in our undies on a screen in the garage without any $.