Dax Hamman, chief product officer at Chango, wants people to stop saying programmatic is limited.
In a blog post on iMedia Connection, Hamman writes that it disappoints him to hear -- usually at ad tech conferences -- that people feel capped when it comes what programmatic can do, mostly, they say, because "there’s only so much you can do with a limited number of standardized banners.”
“[S]ure, there are always going to be some standards in place when you’re focused on scaling,” Hamman writes. “But, that said, there is enormous room for creativity and new approaches within programmatic. And, frankly, if you’re not seeing that, then you’re misunderstanding what programmatic is all about.”