Next Up for Digital Media: Programmatic Premium

As a digital media agency, we are constantly toeing the line between buying programmatic, hyper-effecient channels (DSP's, for example) and contextually relevant, brand-targeted environments (site direct).

Why do we toe this line?

Well, there are a few reasons:

• Every client is different, thus requiring unique media mixes to deliver on their goals
• DSP's & site direct buys provide very different opportunities to reach your target audience

But what if we didn't have to toe this line?

In a recent ClickZ article written by Data Xu CEO Mike Baker, a hot new topic was brought up: programmatic premium media buying

Programmatic media buying would provide ...

• Marketers the ability to serve the right message to the right consumer at the right time, reducing media waste and improving performance
• Publishers could generate better performance & value from their premium inventory positions, helping them protect the cost of the unit

As a media buyer, would you be willing to stop buying site direct altogether if a viable programmatic premium option existed?