The biggest challenges programmatic advertising faces

The biggest challenges programmatic advertising faces

DigiDay

Mac Delaney, svp of client services, VivaKi
Programmatic marketing is only really possible when you have accurate proxies that can identify the person, less the placement. As the we move beyond the cookie as the industry’s first-generation proxy for identification, the challenge becomes determining what the new proxy(s) will be, how they will be defined and can they be leveraged outside of walled gardens. The industry hasn’t solved for this, not yet, so the greatest threat to programmatic would be the day the cookie is definitively dead and the industry hasn’t come together to standardize. Marketers could be left with no relatively seamless way to practice addressable marketing (of which programmatic is one form) across devices, publishers, or networks. Read more…

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