In the second of our series of articles on the rise of programmatic ad buying we look at how the distinction between viewing platforms is fading, with campaigns becoming spread across multiple outlets and a growing focus on the concept of the total audience. As programmatic buying extends across platforms we chart how it is also spreading geographically from the US to Europe and non-English speaking markets. The arrival of programmatic ad buying on TV can be seen as part of the drive towards harmonized cross platform campaigns that exploit the complementary strengths of the big screen, tablet, smartphone and other viewing devices. The phenomenon is already well established online and as the tools became available it was inevitable that…