05/10/2026
Programmatic and direct media buying aren't necessarily competing approaches.
They solve different parts of the media planning challenge.
Programmatic can bring audience precision, scale and optimisation.
Direct media can bring premium environments, cultural context and high-impact visibility.
The strategic question isn't simply “Which one?”
It's:
“Where does each approach create the most value?”
How do you balance programmatic and direct in your media plans?