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It is no surprise that with the emergence of the Internet, programmatic media buying is increasingly commonplace between buyers and sellers. Automation in the advertising industry is on the rise in almost every aspect of the business. Most people have mixed emotions (even creatives) about its place in advertising. But when it comes to the bottom line economics of the relationship between advertisers, agencies and media companies it’s an easy decision. Automation usually wins.

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The mission around Ogilvy & Mather's programmatic offering has to do with transparency, marketing automation and effectiveness. Bringing our search mentality to a larger part of our investment portfolio is a key initiative and programmatic is one of the spaces that allows for that. The faster we can push adoption, the higher value we can deliver to our clients.

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