6 digital marketing pros define programmatic advertising
Matt Kapko |
Oct. 29, 2014
In conversations with marketing professionals, it's rare for five minutes to pass without the topic turning to programmatic advertising. Ad dollars spent on direct programmatic initiatives are expected to reach $9.8 billion by the end of 2014, according to eMarketer. As the worlds of CIOs and CMOs collide, it's critical to understand how those billions are being spent. The reality is that in the age of data overload, digital advertising poses as many challenges as opportunities. Programmatic advertising could prove to be the saving grace, but significant gaps in the understanding and nuances of the term still exist.
Sean Neems, Senior Director of Sales, Tapad
The automation aspect of programmatic advertising is very important, according to Neems. "Being able to basically get everything through one system, so you're not doing managed service by it," Neems says. "So it's quicker, it's more efficient, it's scalable and privacy safe."