Speaking at the Mumbrella360 conference, Scott Hagedorn, global CEO of Hearts & Science, said the ad industry has "poisoned" programmatic "destroying its potential to be a huge force in the future
of advertising, thanks to a lack of transparency that has left clients with little trust in the industry." Hagedorn also said programmatic has divorced advertising from context, according to a
Mumbrella report. Hagedorn had sharp words for the sector: "We told clients oftentimes that it was about real-time trading and there was all these people with hands on keyboards that were doing
bidding and going after inventory when in reality it was more of a set it and forget it. We would go in and program a clients’ KPIs into a DSP and we would focus on the buying side of it and
then it became increasingly non-transparent," the report said.
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