, Apr 07, 16

About grapeshot

When programmatic was first introduced to the scene, it was set up as separate processes. Not anymore. The way the industry has evolved has brought these separate units together. Take WPP for instance. Their media buying team has consolidated all operations under GroupM.

While these programmatic folks are available to offer up education and training, they still exist as their own entity (kind of). Until everyone is more comfortable around programmatic, it probably will stay that way. David Cohen, president of Magna Global says “[the] structure is more about specialization than independence.”
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