comScore: Programmatic Driving 'Smarter Advertising'
Red Herring, Saturday, February 16, 2013 11:11 AM
Programmatic buying is contributing to "smarter advertising," according to comScore's just-released "Digital Future in Focus" report, which finds the ad industry is shifting its focus on targeting. About 144 advertisers delivered 1 billion ad impressions in the fourth quarter of 2012. The report also finds that advertisers are beginning to embrace private exchanges.
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