Impact - - FEATURE -

The programmatic mar­ket in the US has gone up to close to 45% of digital ad spends. In In­dia, it still hov­ers around 7-10%, with many say­ing it will go up to 15% by 2018. While ex­perts say programmatic will see the fastest growth in the com­ing years, the ques­tion that in­creased re­liance on data, au­to­ma­tion and ar­ti­fi­cial in­tel­li­gence raises is, will the role of a me­dia plan­ner be sig­nif­i­cantly re­duced or be­come re­dun­dant in the near fu­ture? Me­dia agen­cies are look­ing at it from a dif­fer­ent van­tage point.

Sham­sud­din Jasani, MD, Iso­bar In­dia is quick to point out all the man­ual work that programmatic will help get rid of.

“We need to up­grade the peo­ple that we al­ready have, and that is our in­vest­ment. Reg­u­lar, mun­dane func­tions like re­port­ing will be the first things to go away. Plan­ners will sim­ply need to spec­ify the kind of au­di­ence they want to buy in real-time. Programmatic and au­to­ma­tion is go­ing to be a com­bi­na­tion of good and bad. Bad, be­cause the reg­u­lar jobs are go­ing to go, but at the same time, it will also push peo­ple to gain more knowl­edge and go up the curve.”

Pro­jjol Ban­er­jea, Co-founder and Chief Prod­uct Of­fi­cer, Zeo­tap be­lieves that the big­gest ad­van­tage of the use of programmatic is that it will help get rid of mid­dle­men. “Digital has got a bad name in the ad­ver­tis­ing world due to the pres­ence of not-so-trans­par­ent play­ers in both the sup­ply and the de­mand side. With the pro­lif­er­a­tion of programmatic,

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