• The Drum, Wednesday, June 8, 2016 10:28 AM

Many marketers are still afraid of what they don’t totally understand, a problem that needs to be overcome, Shazam’s chief revenue officer, Greg Glenday, told The Drum. Glenday said more education is needed on programmatic in order to increase adoption. “Programmatic has changed a lot in the last year-and-a-half to the point where it's not just a transaction. When a marketer wakes up in the morning they don't say 'I can't wait to transact programmatically’ - they are trying to reach audiences. That's all programmatic is; an easy way to transact against an audience. We have a vast audience, we divide them into segments based on genre, location, mood and all of those things can be done programmatically," Glenday said. He believes programmatic has enabled advertisers to transact in an easier and efficient manner and target better through the use of data.

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