Programmatic advertising is “bridging planning and buying” in a way that has never been possible before, according to the Amnet managing director, Steve Hobbs, speaking at Advertising Week Europe.
Hobbs was one of a panel of experts taking part at a session on programmatic buying and described by the Advertising Week Europe executive director, Matt Scheckner, as “the pretty girl at the dance by a pretty wide margin”.
The former Carat deputy managing director, who now runs the Dentsu Aegis Network’s trading desk as managing director, told a packed audience of executives from across the agency and technology industries that the technology was enabling planners and clients to genuinely reach their intended audience.
Hobbs said: “For years and years, planners and clients have been able to create custom audiences via segmentation devices that have been really interesting, really rich, and very exciting.
“Then they pass that audience to the TV buyer who says ‘they look like ABC1 adults to me so I’ll plan that schedule just like all the other ABC1 adult schedules I’ve planned for clients that have got completely different segmentations’ so the schedule come backs and looks exactly the same.
“Programmatic – for the first time ever – allows us to be able to buy those custom audiences that we’ve planned against.”
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