Cannes Lions 2015

Programmatic advertising

Why brands are putting their media up for review

Sarah Vizard

So far this year almost $26bn of media spend has been put up for review by more than 20 big brands including Procter & Gamble, Volkswagen and Coca-Cola. While some of that is down to coincidence, marketers think it is also due to the major changes in how media is planned, bought and sold in part due to the rise of programmatic.