Programmatic: The risks and rewards

Rob Norman

This article predicts a future in which all media inventory is traded programmatically, but warns that the journey to achieve it will be challenging and contested.

Programmatic: The risks and rewards

Rob NormanGroupM

The road to a programmatic future is rocky but the destination is one in which all inventory that can be traded programmatically will be. But there will be risks along the way.

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