Programmatic media has evolved significantly from its Wild West beginnings focused on raw, market based efficiency. Brand safety concerns and a drive to balance quality with efficiency have matured the programmatic market making it a better place for brands to drive performance. Mediassociates operates the wholly owned business unit eEffective providing a team of skilled traders who actively manage programmatic platforms. This unit provides four key offerings: direct-response digital campaigns; branding campaigns; managed services, in which our trading desk teams can augment or replace your own internal need for digital programmatic traders; and specialized programmatic analytics. We focus in emerging programmatic formats that combine the best of programmatic data innovation and lower media costs with bolder, high-impact advertising – including online video, streaming audio, PMP deals to secure premium inventory, and mobile in-app and data targeting innovation. And we provide industry-leading transparency in all programmatic media costs and security assurance services in brand safety, viewability and other placement-quality variables.