- The first shift is the embrace of the consumer audience – as defined by a wide range of expressed, observed and inferred data points – as the strategic pillar upon which the transaction of media can and ought to be based.
- The second – the meteoric growth of programmatic marketing – follows in natural order, representing the tactical means by which practitioners bring the promise of audience development to life.
- The paper presents a snapshot of how publishers, marketers and technologists are globalising programmatic audience development across each of 12 markets, with conclusions derived through a combination of...
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