In-House Programmatic Advertising Growing
Programmatic advertising, software-driven technology that automates the advertising process, isn't new, but if large advertisers are shifting to buying in-house, will this signal a decline in the advertising industry? We are all aware of what advances in technology can do to any industry and its potential to make human jobs obsolete. Programmatic allows an advertiser to use automation and data with a "speed and scale not humanly possible" for more precise targeting. However, it seems the industry will still play a major role in direct sales and branding.