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VivaKi, Xaxis, IBM On Advertisers Better Understanding Programmatic
- The Drum, Thursday, February 27, 2014 5:22 PM
The Drum has posted a Q&A with execs from VivaKi, IBM, Xaxis and others on the topic of how programmatic can be better understood by advertisers.
Mary Keane-Dawson, founder of How She Made It and CEO of MyHealthPal, said, “Advertisers need to stop leaving critical decisions regarding their consumer and prospective consumer's data in the hands of agencies who are only accountable for ROI metrics. This is CRM territory, and as such, develop expertise in this area or prepare to become redundant.”
Tyler Loechner is a MediaPost Reporter covering real-time, programmatic, RTB and more. You can reach Tyler at tyler@mediapost.com.