Automating Brand Spend: The Emergence of the Biddable IO

A trade-off has existed between the efficiency of programmatic and the transparency and guaranteed nature of the direct buy.  That compromise is about to disappear. In this paper, we examine the trends that have led to the emergence of a new tactic for the automation of brand spend – the Biddable IO. The report will cover:

  • The rise of programmatic direct
  • Three trends driving brand spend to programmatic
  • Trade-offs of existing automated buying channels
  • Biddable IO: the solution for closing the gap


We also review the new programmatic lexicon, introducing the terminology you need to know to take advantage of the opportunities available as brands spend more of their budgets through automated channels.