Programmatic media buying may be the latest digital advertising buzzword, but many media agencies have yet to explain to their clients why this tool works so well when used properly, not to mention what using it correctly entails. Programmatic media buying may be the latest digital advertising buzzword, but many media agencies have yet to explain to their clients why this tool works so well when used properly, not to mention what using it correctly entails.Programmatic media buying is increasingly gaining traction with SA media agencies because of its ability to hone target audiences, pivot and adapt, while increasing digital conversion dramatically. Reporting and campaign management make programmatic buying even more appealing, as does the fact that the technology and tools around the platform continue to advance, allowing users to collect important data, which can then be used to adjust and target online campaigns.As marketing budgets come under pressure, quality deliverables are...

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