The programmatic marketplace has evolved to give advertisers greater flexibility in their media buying, while also being mindful of the consumer experience. That include a reduced ad load, innovative ad units and other opportunities for brands to engage with viewers.<\/p>\n
\u201cIn order to maintain and preserve a responsible ecosystem, particularly for programmatic, we must always consider the consumer,\u201d Ashley Luongo<\/a>, senior vice president of advanced TV and programmatic digital sales at NBCUniversal, said in this interview with Beet.TV. \u201cIt\u2019s about the on-demand access and meeting consumers where they are, but it\u2019s also about the user experience and keeping that at the center.\u201d<\/p>\n Marketers may have the misconception that the programmatic marketplace consists of the scatter market, without opportunities for placements adjacent to premium content. With private marketplaces (PMPs), programmatic guaranteed or insertion orders, advertisers can now buy ad time in the upfront or scatter market.<\/p>\n \u201cThat level of flexibility and activation-agnostic approach affords all partners the ability to transact in the way that best meets their business objectives,\u201d Luongo said.<\/p>\n NBCUniversal has invested billions of dollars in technology and premium content that helps to ensure that advertisers have access to brand-safe premium content through the programmatic marketplace, Luongo said.<\/p>\n \u201cIt\u2019s no longer a small slice of an investment that\u2019s peeled or carved out. It\u2019s very intentional, it\u2019s very front and center,\u201d Luongo said. \u201cThe opportunity is to leverage programmatic as the most intelligent and sophisticated way of buying available in the marketplace today.\u201d<\/p>\n<\/div>\n The programmatic marketplace has evolved to give advertisers greater flexibility in their media buying, while also being mindful of the consumer experience. That include a reduced ad load, innovative ad units and other opportunities for brands to engage with viewers. \u201cIn order to maintain and preserve a responsible ecosystem, particularly for programmatic, we must always […]<\/p>\n","protected":false},"author":24,"featured_media":75245,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8826,8844],"tags":[8275],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75240"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=75240"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75240\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75245"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75240"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75240"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75240"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Different Ways to Buy Media<\/h3>\n