Programmatic: Heroes only locally (Trend 4/10)
"Programmatic Media" too inflexible
Those who concentrate budgets and processes on a few international platforms want to automate instead of talking to market partners. Without maintaining contact, however, neither renegotiations can be conducted nor can the cultural peculiarities of a market be taken into account. Conversations with market partners are not conducted by algorithms, they have to be conducted by people.
Local agencies and platforms become advertisers' darlings in 2016.
The importance of national agencies will by no means decline, not despite, but because of "Programmatic". We also expect significant local initiatives for sell-side platforms (SSP). Only at national level can offers be provided in such a way that the interests of today's market partners are adequately taken into account.