Programmatic: The ‘Magic Robot’ in the Room
Leo Burnett EVP, Director of Content Michael Siegenthaler discusses his role at the agency and how data-driven advertising is transforming the industry.
Of all the buzzwords that fly around the advertising industry, there’s one that’s been increasingly rising to the top of conversations: programmatic.
Hate it or love it (or don’t understand it at all), it has an undeniable impact on shaping our industry today, and directing where it’s going tomorrow.
We spoke with Michael Siegenthaler, Leo Burnett Chicago’s EVP, director of content, to get to the bottom of what, exactly, programmatic is, and how it can impact an advertiser’s reach.