• Marketing Week, Thursday, October 22, 2015 6:47 AM

Paul Davies, Microsoft UK’s director of marketing comms, insists programmatic isn't getting marketers excited. “Marketers are too obsessed with marketing science nowadays. They are dazzled by big data and programmatic but the reality is that it is driving very few of them out of their beds in the morning,” said Davies. “It’s easy as a marketer to fall into the trap of being led by driving efficiencies but programmatic, to truly succeed, has to become truly emotive and the data men must be married with the deep creatives.”

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