Ask the Board – Feb 29, 2016 | PAT HELLBERG


In your opinion, is Programmatic Advertising a good thing for DOOH? If so why? If not, why not?

At the risk of sounding cold and heartless, the answer is yes. Any time you can eliminate humans from the mix, which is what programmatic advertising does, you gain efficiency and save money. The fact of the matter is human ad buyers and sales people are expensive and not 100-percent reliable. At least not as reliable as software. With programmatic advertising, the software makes the buy based solely on metrics. One significant caveat: From the launch of the very first DOOH network until present day, a fundamental hurdle has been gathering solid metrics, i.e., making sure that measurements of dwell time, audience size, message retention, etc. are legitimate. If the metrics are flawed, it makes no difference who or what makes the buy. It will be flawed too. But if the metrics are valid, why not have machines make the buy?

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Principal & Brand Consultant
The Preset Group

Industry Consultants Council

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