Commentary

Can Programmatic Build Brand?

"If you want to grow a brand, you better start thinking about relevancy and the presence and continuity against prospects who are not currently customers. So how do we make programmatic branding relevant to non-customers and then to people who are focused on building brands? Those are the things we think about," says Rob Jayson, EVP, insights & analytics, US International Media.

Yuting Zhang, senior strategist, search & programmatic, The Media Kitchen, says, "Sometimes branding means, for a client, a billboard in Times Square but it could be mean, like stealing some customers from their competitors. We try to do lower-funnel buys in-house but for upper funnel we talk to ad tech companies, vendors who have innovative creatives and the tech to deploy." Listen to the full panel here.

Find the rest of this session and more at our Data & Programmatic Insider Summit's Agenda page.

Next story loading loading..