The promise and intent of programmatic media is to create open and efficient marketplaces to connect media buyers with media sellers. Imbued with 3 rd party data, programmatic platforms enable sophisticated audience targeting and create a level playing field. Do we really want a level playing field? How can organisations create competitive advantage when the same inventory and data have been so thoroughly commoditized and democratized? This Ad:tech Uni session will explore how many of the fundamentals of media planning remain relevant in an automated media landscape and can be utilized as sources of better insights, better campaign management and better results.