Programmatic is now the primary mechanism for buying digital display ads in the US, and this form of automation is increasingly being extended to traditional channels such as TV, audio and out-of home (OOH).

eMarketer’s Lauren Fisher recently spoke with Amanda Martin, director of enterprise partnerships at buy-side digital partner Goodway Group about why it’s a no-brainer for programmatic buyers to bring these historically traditional media channels under the broader automation umbrella.

In some cases, you have your "digital" folks who are driving programmatic audio. But then you also have the buckets of traditional buyers who are looking to keep ownership of their expertise. They’re not willing to sit back and just pass everything over to digital. They’re looking to expand how they’re defined and how they buy.