AdExchanger podcast talks programmatic with Mirriad CEO Stephan Beringer
Words by Zach Rodgers for AdExchanger
February 8, 2021: In its early days, programmatic buying was mostly used by ad networks. These companies packaged media supply for agency buyers as a line item on their plans, offering more efficient access to publisher audiences. Later, those agency buyers did the trading themselves, and we were off to the races.
But somewhere along the line things got complicated. The centers of programmatic excellence incubated by the agency holding companies became huge players in their own right. Soon, both clients and traditional media buyers at sister agencies viewed them with suspicion, as non-transparent sinkholes were used to increase margins. The favored term of art, “trading desks,” became a pejorative.
Read the full article HERE and listen to the podcast featuring Mirriad CEO Stephan Beringer below.