When programmatic buying moved into the healthcare media arena earlier this decade, it brought the efficiency of automation to a historically manual buying process. But it also prodded the age-old fear of machine-driven decisioning replacing human expertise. Despite these doomsday predictions, some media executives believe programmatic has complemented, rather than supplanted marketers media intuition.
MM&M interviewed a select group of industry experts, including PHM’s President Andrea Palmer, to discuss both the potential for—as well as limits of—programmatic buying in healthcare media.
You can read Andrea’s key insights, along with the rest of the experts, here.
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POV & Insights