From Farm-to-Web: How programmatic buying is changing the way advertising works

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.

Growing increasingly accepted, programmatic buying has become a movement unto itself, which oddly enough shares many of the same principles as the one described above.

  • Transparency in both the way inventory is sourced and sold, and the actual inventory itself.
  • Simplifying the buying process by removing intermediaries that add little-to-no value and adding technologies that do.

These two core tenets are going to drive programmatic buying into the mainstream, making it THE way agencies source inventory at scale for their client’s ads. Advanced technologies will make purchasing media much more efficient and effective through features like Real-Time-Bidding, consolidated data targeting and forecasting, and buyers will be much smarter about what they are “consuming” because they are able to go right to the source.

The Farm-to-Table movement has placed a major emphasis on consumers making a conscious effort to “eat smarter” by understanding how and where their ingredients come from.  As the Ad Tech industry will see, the Programmatic Buying movement is all about empowering the buyer and enabling the agencies to “buy smarter.”

By Peter Eisenman, Senior Account Manager for Adap.tv

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