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Brand Messaging Coming To Programmatic Buys

Programmatic ad buying is maturing and one sign is the growth of brand messaging. Last year, ads bought programmatically were 100% direct-response due to retargeting capabilities. Now 20% are branding. Casale Media's Q1 report on programmatic sees brand communications buys lifting through 2014, "as initial tests prove successful and the creative application of first-party data to media selection evolves.” 

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