Anna McCarthy
Member since June 2013Contact Anna- VP, Client Development ChoiceStream
- Boston Massachusetts
- 02210 USA
- Insight And Customization: The Gift With Purchase When Going Programmatic in
Engage:Affluent on
06/15/2016
Luxury retailers have historically been hesitant to adopt programmatic advertising - the automated buying of digital media - believing that programmatic means gaining efficiency at the expense of
losing control. For brands that have built practices around putting an ad in a premium content context - a full-page spread in Vanity Fair, for example, where the ad itself is in some ways viewed as
content - that exchange can be a difficult one to swallow.