Programmatic research identifies new roles for agencies and publishers

This event report discusses how agencies and publishers are being impacted by the rise of programmatic advertising.

Programmatic research identifies new roles for agencies and publishers

Geoffrey PrecourtWarc

The Association of National Advertisers' (ANA) 2014 Media Leadership Conference in Boca Raton, Florida, provided a timely immersion in programmatic advertising.

In the first instance, Mark Kaline, Kimberly-Clark's global director/media, licensing and consumer services related the theory and practice of the firm's engagement in this activity.

Photo credit: Andrew Eitelbach/ANA

Joanna O'Connell, director of research at AdExchanger, also challenged the ANA delegates with the results of a recent study which drew on 450 completed surveys and 900 partially-completed surveys from marketers, agencies, publishers and...

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