Around the Net
The Road Ahead: More Transparency
- ClickZ, Wednesday, April 24, 2013 3:06 PM
ClickZ spoke with Jay Habegger, CEO of OwnerIQ, to figure out what programmatic buying has taught the industry and where it will go next. Habegger also offered advice, saying, "It is important to give a lot of thought to what the appropriate KPIs (key performance indicators) will be for the campaign."
So where does Habegger think programmatic buying is headed? "'Top funnel' attribution and data transparency will be much bigger themes moving forward," he told ClickZ. He also said, "Vendors will be asked to be more transparent with their targeting methods and data sources to ensure they are reaching non-retargeting prospects."
