Why Read This
Spurred by the adoption of digital technologies, media buying is changing dramatically. Using software to make data-driven buying decisions, marketing leaders are embracing programmatic buying to improve targeting, mitigate waste, buy more efficiently, and drive better results. To take full advantage of the programmatic buying opportunity and determine the ideal balance of service and control, marketing leaders must jump into programmatic media buying by evaluating their current media buying partners against a new set of programmatic vendor and agency options. This report was originally published in September 2011; Forrester reviews and updates it periodically for continued relevance and accuracy. We are now updating it with new interview data and examples.