Why programmatic needs to empower the value of brand advertising
It’s no secret that programmatic has taken the advertising industry by storm, but questions continue to be asked over its ability to deliver digital brand campaigns effectively, as was brought to light at the recent IAB Real Time Advertising Conference.
One of the key obstacles frequently cited is a disconnect with advertising creatives. Programmatic teams tend to be technology focused, and the resulting jargon and acronyms have creatives running for cover. Yet the ability to...