Road to programmatic

This White Paper provides an analysis of the decisions facing advertisers, agencies and publishers in considering how to capitalise on the programmatic opportunity and address the accompanying challenges.
  • The media and advertising business in Europe remains complex, inefficient and often combative with tensions between advertisers, agencies and publishers increasing rather than declining as the economy improves.
  • Ultimately the real value of programmatic is reached when it enables insight, collaboration and results and serves as a strategic tool for the future.
  • Programmatic should be a strategic tool, so the paper advocates thinking about audience and objectives, and to understand the model that will suit the company.
  • Following the consumer journey and how to feedback the information from the consumer is crucial in order to refine the...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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