Programmatic Needs to Permeate the Planning Process says Havas’s Houssaini #Video@Dmexco

Vincent Flood 22 September, 2016

For the first few years of programmatic advertising, the process was generally managed by small groups of specialists at the agency trading desks. However, over the last couple of years we’ve seen agency groups push programmatic trading more and more out to the individual media agencies. This means that data-driven advertising has moved closer to those responsible for planning campaigns and creativity, which is something Havas have been pushing more heavily than ever with there commitment to train up everyone across the agency on the mechanics of programmatic trading. Here Hossein Houssaini, Global Head of Programmatic Solutions at Havas, explains how programmatic is finally pushing out to all parts of the agency.