In a recent post on AdExchanger titled GRP Integration Is A Waste Of Time Joe Mandel, President of PrecisionDemand argues the merits of pushing past GRP / TRP digital video buying in today’s landscape. One key point is that GRP as measurement, simply reach vs frequency, is a way of delivering campaigns without the benefit of vivid metrics relating to length of exposure, lifts in interest and ad interactivity. Agreed.

Agency powerhouse Magna Global and research giant eMarketer released updated forecasts for the programmatic marketplace.  The report is aptly titled: Programmatic Ad Spend Set to Soar.

A new IAB and Winterberry Group study called Programmatic Everywhere? (Programmatic Everywhere!) shows the updated marketplace for programmatic media and its value proposition.