• Adotas, Tuesday, May 17, 2016 7:41 AM

Writing for Adotas, Ariane Gut, head of insights and analytics at Tremor Video, argues that  "While the NewFronts treat digital like TV’s branding equal, marketers want to take advantage of the data science around these buys, to consider crucial factors like real-time audience behavior, device-specific user experience, and proper measurement of effectiveness. And furthermore, when asked about the benefit of programmatic buying, a large majority of advertisers now understand it can also enable them to buy high quality content and not just low-cost inventory."

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