Programmatic performance anxiety? Here's how to cure it

This short article highlights what brands should and shouldn't be doing to take advantage of programmatic.

Programmatic performance anxiety? Here's how to cure it

Google's Matt Brittin once likened programmatic to teenage sex – and it's easy to understand why. Everyone seems to be worrying about whether the competition is doing more of it, or doing it better than they are. The truth, though, is that worryingly few people know what they are doing at all.

Brittin's analogy is all the more disconcerting when you consider that, in Europe, roughly half of digital display ads are already delivered through programmatic (Emarketer, November 2015). Despite this, roughly half of marketers say they had "little or no knowledge"...

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