The traditional picture of a Madison Avenue agency, with suits and smoke-filled rooms, is fading faster than a click-through ad on dial-up. In its place, a new behemoth rises – the Google-powered advertising machine. But is Google just another ad giant, or is it reshaping the very landscape of how we reach consumers? What do you think?

Brands and advertisers don't always realize that there may be value in diversifying programmatic buying methods. SMB's Amber Usmani explains why it's beneficial to mix things up.