ISBA, the 'voice of British advertisers', has produced a best practice guide and a set of questions brands should ask vendors and agencies when considering programmatic campaigns. The questions
include whether the data generated by a campaign might be used to improve a rival's performance, how are brand safety guidelines adhered to and how visible are overall costs? The organisation found
only half of advertisers have a good or very good understanding of the real time space.
Read the whole story at Marketing Week »
