The programmatic buying and selling of health media is, ultimately, steered by the humans that enable it. So why does the notion that it’s a machine-driven process still linger?
Spend more than a few minutes of time talking with heads of the programmatic media desks at pharma companies and their partner agencies, and you’ll hear a single phrase again and again: Hands on keyboards. It’s used by leaders of these organizations to express, often with bemusement, the notion that programmatic buying and selling of health media diminishes or even eliminates the need for human oversight.
Which, of course, is ludicrous. Without those hands on keyboards, opportunities can be missed and breakdowns can go unspotted. So why does the idea that humans are extraneous to the programmatic process persist?
“It’s a misnomer that ‘programmatic’ is tantamount to ‘automatic,’” Justin Chase, EVERSANA INTOUCH Media, states flatly. “Yes, the number of people I need at a programmatic trading desk to manage a $100 million budget is smaller than if I were doing $100 million in direct buys. But the level of technical acumen is much, much higher. It’s a very demanding job.”
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A proven social media thought leader focused on unique solutions impacting healthcare, Justin solves problems through sustainable and economically viable innovations. Before joining Intouch, he was instrumental in creating the social capability for Digitas…