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ISBA Director Believes Programmatic Not Being Embraced For Advertisers' Benefit

  • MediaTel, Tuesday, September 29, 2015 6:22 AM

When I have examined some of the pushback I've had about my comments on programmatic, or more precisely automation, two things surface. Media owners are embracing it partly because everybody else is, and partly because it promises to enable them to sell their long tail of inventory. Agencies likewise, but with the motivation that it already delivers massive margin hikes and will bring further efficiency. Interestingly, neither of these are in any way connected to what their advertiser customers say they want.

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