What are the adoption barriers of self-serve programmatic platforms?
Despite the clear strategic business advantages, programmatic platform adoption is still often met with significant resistance from some advertising agencies. There is no doubt that change can be difficult and requires costs and investment.
Programmatic platform adoption (self-service operation) can be disruptive as it may touch operations, billing, and human resources at any advertising agency.
More often, however, the perception of barriers are often much greater than the reality, thus halting or delaying...