Programmatic bidding is no threat to creativity, says Adobe exec

01/2/2013 | Advertising Age (tiered subscription model)

Programmatic buying and selling of ads via exchanges suits the current need to match an ad to a person in real time, but that leaves the old-model buyer's role in question, writes Adobe Senior Vice President David Karnstedt. "Algorithmic bidding does not render people and creativity irrelevant. ... By automating some of the process of purchasing media, it takes the time-consuming grunt work and inefficiencies out of the system," he writes.

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