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Commentary
Marketers Need To Better Understand 'Programmatic'
- Warc, Thursday, May 22, 2014 3:55 PM
Warc has released a new report -- “The Programmatic Primer” -- saying marketers need to gain a greater understanding of programmatic ad buying.
The report “warns [marketers] that the term ‘programmatic’ is now used to cover a wide range of meanings. Marketers should be aware that success in this area is down to the way they use data. The fact that trading is automated, by itself, is unlikely to bring many benefits.”
Tyler Loechner is a MediaPost Reporter covering real-time, programmatic, RTB and more. You can reach Tyler at tyler@mediapost.com.