That's what Jen Brady, founder and CEO of Fred & Associates just said at OMMA RTB in Chicago.
She said it has no place in branding right now because the industry hasn't made it
applicable for branding.
"It's a tactic," she said. "Everyone talks about it as a strategy. When it's a strategy, it has no place for a brand."
Art Muldoon, CEO and co-founder of
Accordant Media combated that idea by saying, "Programmatic absolutely has a place in branding." He called it "nascent" and "growing," and was clear to make a distinction between real-time bidding
(RTB) and programmatic.