Vartiainen reminds that there will still be demand for professional people in future.
"The human brain is smarter than any algorithm so there will still be demand for professional people in future,” says Vartiainen.
When a buyer is met by a digital system instead of a human being, the buyer needs to be savvier than before. The number of ad frauds is growing, and there is a wide range of non-brand safety websites where publishing an ad could be harmful to a brand.
"Trustworthy partners are becoming more important than ever. Transparency means reliability even in the programmatic buying model as advertisers know exactly where their ads will be published," says Vartiainen.
We can expect to see an increase in programmatic ad buying as well as developments in its methods. Vartiainen says that there are advertisers around the world that are investing in setting up systems to deal with programmatic buying either partly or completely in-house. The model will also be applied in television, radio and outdoor advertising, and even printed media will take a step towards a more automated ordering process.