Writing for
Campaign, Infectious Media CTO Dan de Sybel says Amazon, Google, and Facebook have erected closed marketplaces around their user data that make it harder for brands to do
programmatic themselves. "Delivering campaigns across a number of different platforms slows down the execution process. Managing each platform’s ad inventory also makes it difficult to cap
frequency across the campaign as a whole, as is knowing when and how to redistribute money between them to optimise performance. Finally, how can you truly understand the path your users take to
conversion if each platform uses its own unique cookie space and presents data to you in a slightly different way? Advertisers have long trusted their media agencies to be on top of these issues but
the reality is that most of these agencies simply don’t know how to. So, if many media agencies are struggling to do it, can advertisers in the early days of in-house programmatic have much more
hope?"
Read the whole story at Campaign »
