Brand Measurement is Key Focus of Programmatic Efforts at IPG’s Magna Unit

CANNES –  While the move to automated platforms for buying and selling advertising inventory is steadily growing, the industry needs to find a more effective way to measure how all that activity is creating value and impacting brands, says Michael Brunick, SVP for Programmatic at IPG’s Magna Global, in this interview with Beet.TV.

He said his agency is putting considerable resources around this effort.

We spoke to him earlier this month in Cannes after a session of agency trading desk heads organized by the Rubicon Project.