How agencies can help their clients structure for programmatic success

How agencies can help their clients structure for programmatic success

With great opportunities come big headaches — and that’s exactly what programmatic is for marketers right now. The landscape is getting progressively more sophisticated, premium inventory is now being bought and sold programmatically, and major marketers like Unilever, Mondelez and P&G are shaking up the industry with bold moves to buy nearly all of their online media programmatically. Now that the pendulum is swinging to programmatic buying, marketers’ frustrations with the confusing structures of the industry are boiling over, and this demands broad industry reflection and the exploration of new ways of working. Read more…

 

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