In the world of advertising technology, everything is new. Whereas just a year ago Facebook might have been considered a secondary player in automated advertising, mobile and data, today it is reshaping the business. Programmatic is no longer merely a niche buying tool. In fact, the IAB estimates that 20 percent of all digital ads are bought and sold programmatically, and the discipline is fast becoming the key to the future of brand marketing plans. And marketers are no longer leaving such advanced ad tactics to the geeks–they're bringing ad tech in-house.