Programmatic Media Buying, Lifting the Veil

August 14, 2014

By Andrew Eitelbach

For many marketers, programmatic media buying (PMB) is not well understood. In fact, according to a recent ANA/Forrester research report, 41 percent of marketers said they don't understand or are not aware of PMB. Twenty-six percent said they know what it is but need to learn more. Another 10 percent said they have never used it. Clearly, marketers need to know more than they do on the subject of PMB, and it doesn’t help that there’s a great deal of misunderstanding and misinformation floating around to complicate matters even more. 

In this month’s ANA Magazine Spotlight cover story, “The 5 Myths of PMB, Dispelled,” we aim to clear up some of that confusion. 

Brought to you by our partner Collective, this complimentary issue also includes a case study on the Universal Pictures film ParaNorman, a look at why diligence and hard work are still required to get PMB right, a rundown on the basics of what programmatic buying is, and more. 

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