Digital disruption is changing every facet of the industry, and those who adopt disruptive technologies are the leaders of this digital age. Take a look at traditional advertising, for instance, which while huge in the 90s, has to quickly adapt to the changes that came with the advent of technology to keep up. In fact, this is where programmatic buy technology is a game-changer.

Programmatic buy technology, simply put, finds online content that is most relevant to your advertisement so that you can insert your ad there. In an August 2017 survey of brand advertisers worldwide by Infectious Media, 84% of respondents indicated that they wanted more control over their programmatic efforts. Agencies and brands are beginning to invest in building their own programmatic tech to reach the target group according to what interests them, and is relevant as well as to deal with issues of brand safety, audience data, transparency and fraud.

Paul Writer in partnership with TorcAI hosted a webinar “5 Reasons Why You Should Own Your Programmatic Buy Technology” to discuss programmatic buy technology in-depth and the advantages of owning your own programmatic buy tech.

Jessie Paul, CEO, Paul Writer introduced the topic and set the context for the webinar. She was followed by the TorcAI speakers- Prashant Dixit, Director and Raghavendra Agarwala, CTO & Co-Founder who discussed how programmatic in-housing could benefit agencies. It allows for:

  • Supply Path Optimization
  • Owned audience data connecting dots
  • Accountability
  • Transparency
  • And enables intelligent buying

How does it do so?

Listen to the webinar recording here.


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