SXSW: Programmatic Needs An Assistant

Marketers realizing that programmatic by itself doesn't deliver the best impact. It spackles the holes, but it's often really lacking something. The tiny banner isn't probably the image pushing the campaign and brand over the edge.

The brand really needs to consider retargeting and increasing frequency, so we try to use it in conjunction with other media, said Christine Bensen, SVP Media Strategy, iCrossing at the OMMA @SXSW Saturday.

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