Why progammatic buying doesn’t kill creativity

13 November 2012 | Industry Buzz

iMedia Connection by Penry Price:

In this season of politics and all kinds of promises about jobs, I’d like to shift the conversation. I’d like to talk about the promise of your job. There is a whole world of creativity and innovation available to media planners and buyers. It entails proactive involvement in the reason we all work in this business, which is the customer and his or her interaction with content. You took this job more to hit “send” than “enter.” The promise of your job is fulfillment, which might seem to be contradictory to current machine-based buying. But it’s not.

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