When was the last time you ate at a restaurant where you knew exactly where your food was sourced from? If you’re a fan of the Farm-to-Table movement, the answer is probably pretty recently.
Until now, the sourcing of ad inventory at scale was a lot like the pre-“Farm-to-Table” Movement. Though the ad network model made it very easy for media buyers to purchase inventory, the media buyer would have a very tough time understanding what the “ingredients” were and where they were coming from.
The emergence of programmatic buying is beginning to dismantle this model of mass-produced, genetically modified buying/ingredients. Buyers are becoming increasingly interested in how the inventory they are purchasing is sourced and sold, and it is this method of buying that enables the agencies to obtain these insights.