This year , Clorox , a media supply company , will spend three times as much on digital advertising purchased with automated buying tools than it did in 2013 . That means about 50% of its entire digital budget will end up being dedicated to programmatic buying this year. This means programmatic buying will account for 50 % of its digital budget . Despite the visibility issues that surround programmatic , Clorox is " very confident " it is getting good value and a good return from programmatic . The other half of Clorox 's budget will be spent on more customised programs with brands such as Huffington Post , Facebook and Refinery29 , which often involve sponsored content or " native " ads .
This year , Clorox , a media supply company , will spend three times as much on digital advertising purchased with automated buying tools than it did in 2013 . This means programmatic buying will account for 50 % of its digital budget . Despite the visibility issues that surround programmatic , Clorox is " very confident " it is getting good value and a good return from programmatic . The other half of Clorox 's budget will be spent on more customised programs with brands such as Huffington Post , Facebook and Refinery29 , which often involve sponsored content or " native " ads .