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Moneysupermarket Using Programmatic To Move Beyond Last Click Mentality

  • The Drum, Friday, April 17, 2015 9:01 AM

Moneysupermarket was among the first UK brands to ring fence its first-party data, to create its own programmatic trading desk. Speaking at the Drum’s Digital Trading Awards (DTA), the brand revealed that although it is advanced compared to others, internal education remains a “vital” part of its overall strategy as it moves beyond last click to understand the value of display. Viewability remains an ongoing issue for the industry and one that Moneysupermarket is actively looking to crack down on. 

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