What programmatic means for marketers: Insights from AdExchanger

Geoffrey Precourt

Joanna O'Connell, director of research at digital trade publication AdExchanger, advised an audience of America's leading marketers that improved targeting and a better return on their advertising dollars are driving the widespread adoption of programmatic advertising.

It's a notion, she allowed, that flies in the face of the perception among many publishers that this technology merely serves to push down prices. But in a "State of Programmatic Media Buying" keynote address at the Association of National Advertisers' (ANA) 2014 Media Leadership Conference in Boca Raton, Florida, O'Connell insisted that efficiency – and not economy – is the key element persuading brand owners like Kimberly-Clark to embrace this approach.