News America Marketing's announcement that it has partnered with OwnerIQ to develop a way to target shoppers online with coupon offers brings programmatic ad tech use cases full circle. We've gone from from digital display to video, mobile, social, radio, television, print and now coupons -- delivered via digital display.

Denise Colella, CEO of digital ad tech firm Maxifier, was curious: How many female ad tech leaders are there? Colella worked her way up the chain at Maxifier after joining the company in 2011 as chief revenue officer. She was later promoted to president before being named CEO in the fall of 2013. As a female ad tech leader herself, she felt she didn't run into too many others. So she dug up the LUMAscape chart and began looking up each company's leadership teams and board members (if they could be found).

Viewability continues to be one of the biggest media buying concerns for advertisers. And while the IAB has set a 70% viewability threshold for measured impressions to guide advertisers, achieving this is unlikely for programmatic media. The big reason this threshold won't stand up in programmatic media is because most inventory that hits the ad exchanges is remnant, non-premium real estate, which may have a lower likelihood of being viewed.

Why do marketers buy display advertising? Why do they deal with such a complex programmatic ecosystem? Why do marketers do any marketing at all? It seems reasonable to conclude that no matter which tactic marketers use, with so many choices at their fingertips, the answer should boil down to one simple objective: to connect a product or brand with its audience. However, when programmatic marketers attempt to achieve this mission, poor impression quality will stand in the way of making a real connection.

More media planning and buying agencies are building their own programmatic capabilities. This development is driven by brands looking for more transparency into their current programmatic buys, most notably into fees, strategies, viewability, and ad fraud. There are three questions agencies should ask before starting their own programmatic media practice.