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Programmatic- what’s old is new

As some of you know, I have recently switched jobs and I am back in the media world! I’m very excited to take on new adventures and go back to learning about new media. One of the reasons why I started this blog was so that I could get everything out of my brain on a weekly basis and have a place to go back and re-learn what I may have forgotten.

But interestingly, a new type of online media buying, called “Programmatic,” seems to take the media world by storm. Even in the out of home industry, we had started talking about programmatic and how it would affect us as well as how it was affecting the online world. I had started doing some research on it a little while back, and got the feeling like I had heard or done this kind of buy before. Many moons ago, when I was an online media planner, I used to buy the Google ad exchange. I’d also buy networks that utilized all sorts of behavioral targeting, such as Blue Kai, and I wondered if perhaps the online media world had just decided to put a shiny new bow on the ad exchange buying box and call it a new name. Turns out I was right! So far, in the online media world, there’s nothing new under the sun, with the exception that they’ve now been able to figure out how to target people cross platform. But I’ll be writing another blog about that later.

And of course, some online media are bucking against the system! They are refusing to allow their inventory on Programmatic exchanges, saying that they’d rather have interesting ad sizes and more contextually contracted programs direct with clients and will never put their inventory on an ad exchange. Here’s an article I just read today about that fact.

So, like I said, I’m very excited about the new opportunity I have going forward, and I hope to bring back more MediaNerdNews (or MNN for short) going forward. I’ve had a lot of fun writing about some wedding stuff, and other things I’ve been doing in my life, but my media brain has been a little dry lately and is looking to start soaking more knowledge up like a sponge!

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