Around the Net
Are Marketers Asking The Wrong Questions About Programmatic?
- The Drum, Thursday, June 30, 2016 7:57 AM
Marketers today may be asking the wrong questions of programmatic, and risk missing out on the potential of the technology to raise the creative bar, according to a new report by The Drum in conjunction with AudienceScience. The report explores how brands and agencies should start seeing beyond programmatic as a channel to something that informs every part of the marketing ecosystem. Michael Green, AudienceScience’s VP of product strategy, believes too many marketers are concerned with thinking about what types of technology to use and how much money should be allocated to programmatic: “They’re asking the wrong questions right now; programmatic is a set of tools to make marketers’ lives easier.” The report also suggests that it's time to put creative on the programmatic agenda. Raluca Efford, head of digital for Direct Line Group, says: “At times the creative and technology industries feel like an arranged marriage. They have been reluctant and hesitant about whether they are compatible – but as an advertiser, creativity and data is a match made in heaven.”
