Ask the Board – March 7, 2016 | WADE FORST


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

The approach of programmatic ad buying is a necessary evolution that will continue to evolve as we come to expect more personalized experiences with relevance to our environments, our mindsets and even our social sentiment.

Demographics and predictive modeling will become archaic in a society obsessed with the creation and use of our own data. Through machine learning and AI, advertising will transition from an approach based on known data to the relative and living data of now. Finally a 1:1 approach is possible and will deliver results beyond any of our current expectations in advertising.

Any evolution within platforms to provide a better user experience is a necessity for our industry. Programmatic may not be the end state, but it is heading in the right direction.

About Author

Senior Director, Emerging Experiences
Razorfish/San Francisco

Advertising & Brands Council

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