What Programmatic Buying Means to the End Marketer

April 18, 2012—7:30 pm


About the Session

What Programmatic Buying Means to the End Marketer

 Contrary to popular belief, “programmatic buying” and “RTB” are not synonyms. In fact, the scale and efficiency gleaned from Display RTB is just one small tactical output from marketer’s leveraging programmatic buying. And even then, RTB is far more than a tactic to secure lower CPMs. The value of utilizing programmatic buying extends much further up the macro-level marketing planning process, impacting everything from marketer’s planning to optimization cycles. This directly translates to faster time to market, testing cycles, and optimizations, and ultimately results in greater media spend, across all platforms. Sara Livingston, Manager of Digital Marketing at Seamless, will discuss what true multi-platform programmatic buying means to the end marketer and how the efficiency it creates extends far beyond the end media cost.

About the Speaker

Sara LivingstonSara Livingston
Manager, Digital Marketing

Sara Livingston is the Manager of Digital Marketing at SeamlessWeb where she oversees all consumer targeted digital marketing. This encompasses both acquisition and brand awareness initiatives spanning across a variety of digital channels including display, search, mobile, social, email, and integrated partnerships. Prior to joining SeamlessWeb, Sara managed digital media at TheLadders, overseeing all direct response campaigns. Additionally Sara has spent time on the agency side, working on digital media strategy for clients across a variety of verticals including financial services, CPG, education, travel, and healthcare. Sara holds a Bachelors of Economics and Communications from the University of Michigan.