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The “6-5-3” Framework: How to Pick the Right Programmatic Media Management Model - by Joanna O'Connell


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20 Pages of Analysis Including a Programmatic Media Management Self-Assessment Tool

The last decade has brought significant disruption to the world of media buying, with the rise of “programmatic” creating both opportunity and chaos in the digital media ecosystem. Once perceived simply as the domain of low quality display inventory, programmatic is becoming the new normal for the largest brands in the world, with many starting to question whether their current approach to programmatic media management is really best. This report will detail the key trends at play (“6”), delve into the roles needed for effective programmatic media management (“5”) and outline the primary programmatic media management models marketing are employing (“3”). Readers of this report should use this “6-5-3” framework to best understand the forces at play within their own organization, and determine their own best path forward.