Inside Music MediaJerry Del Colliano

Programmatic buying is now here in a big way thanks to Bob Pittman and iHeartMedia.

It’s an online bidding system that radio used to use for selling remnant advertising and digital uses almost exclusively to sell banner ads.

Programmatic buying will cuts costs for operators but it will also change the landscape for good operators who are caught between a rock and a hard place.

This story goes on to cover …

• Should other stations become early adopters of programmatic buying.
• The expected impact on competitive ad rates going forward.
• The future of the direct local salesperson as buyers and big radio groups embrace programmatic buying.
• Is Bob Pittman finally leading his competitors to the next gold rush this time or a dead end.
• What the most admired major independent radio groups are likely to do about programmatic buying.

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