Marketers must ‘reintegrate’ programmatic trading into the wider marketing mix

Marketers must ‘reintegrate’ programmatic trading into the wider marketing mix

The Drum

All digital advertising works best when it is aligned and integrated to the wider marketing mix. So while programmatic is often siloed in the ‘test & learn’ phase, it should be reintegrated as soon as possible as part of the wider marketing strategy. There is tremendous potential for programmatic to help brands adapt more quickly and flexibly in a real-time, multi-screen world when this is done.

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