Programmatic Ad-Buying Is Just Google Search Writ Large

NEW YORK (TheStreet) -- Internet search, as refined and even perfected by Google (GOOG) , was really the first programmatic advertising platform, said Dennis Buchheim, Yahoo!'s (YHOO)  vice-president of product management, at an opening session Monday of Advertising Week, the industry's annual confab.

Some 15 years after Sergey Brin and Larry Page threw the fear of God into ad agencies and media executives, nearly everyone in the constellation known as the advertising industry is embracing programmatic digital platforms to buy and sell online video marketing. Programmatic platforms use sophisticated technologies to match "buy" and "sell" orders for advertising, especially online display and video ads.

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At the core of programmatic are the reams and reams of data being produced by digital communications. Yet all of that data have come to mean many things to many people.

"We're at a point now where agencies are pushing efficiencies and marketers are focused on how do I really take advantage of this data and platforms to buy effectively and measure effectively," Buchheim said at a session entitled Inside the Programmatic Ring. "Those are hard questions."

Google forced the advertising industry to admit it wasn't exactly sure whether television and radio or even print media ads were actually reaching its intended audiences. Overall, advertising did seem to work, but in the Digital Age, marketers can access far more information about the effectiveness of their spending to gain a better understanding of what is working and why.

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