• Marketing Land, Wednesday, November 25, 2015 9:19 AM

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."

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