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Programmatic's New Tenants: Brand Marketers

Melody Gambino, Director of Marketing at Grapeshot explains why branding dollars are shifting to programmatic. "As programmatic has evolved and matured over the past year — despite all of the sticky challenges presented by fraud, viewability issues and ad blocking — branding dollars are starting to flow to programmatic in earnest. ...With the growth of private marketplaces, better deal ID protocols and automated direct avenues, programmatic investment is growing in a cross-channel manner. In addition to display, adoption rates are rising rapidly in mobile and video, two hot platforms ideal for consumer engagement and branding."

Read the whole story at Marketing Land »

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