• Beet.TV, Tuesday, February 16, 2016 9:01 AM

At a Beet.TV event, Mac Delaney, formerly the programmatic head at Publicis’ SMG and now programmatic head at performance marketing agency Merkle told participants that agencies have been trying to centralize the programmatic function. But in reality programmatic needs to be decentralized, slowly due to many layers of complexity. "Delaney says agencies have been 'centralizing' in order to refine the skill set... You need to have a concentrated team that can refine best-in-class processes and realize ‘we’ve got to move slowly’ Don’t decentralise all at once," according to the Beet.TV report.

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