To expand:

Programmatic advertising is the notion that an ad isn't sold until it's requested. Lazy ad buying. Rather than bulk buy ads for a flat rate, each ad opportunity has its own individual cost.

Being able to find market value for an ad opportunity has completely turned the advertising industry upside down. When a few phone calls and a dense Rolodex were previously the secret to effective use of advertising money, today ad opportunities are sold in a fairly open auction in real time. That is a big deal. Sure it has caused its own problems, such as those cited in the article, but Ad Tech has disrupted traditional advertising and made it arguably more efficient economically.

Would your provide some more detail or reasoning here?

Presumably, statement (emphasis on effective) was based on the inference that content would be more relevant given additional AIO/behavior parameters. But programatic opponents could cite URL masking and other fraudulent practices that are rampant across ad-tech.

See my follow-up. It's about more than just relevance.