Programmatic Media Buying, Lifting the Veil
August 14, 2014
By Andrew Eitelbach, senior manager of marketing and communications
For many marketers, programmatic media buying (PMB) is not well understood. In fact, according to a recent ANA/Forrester research report, 41 percent of marketers said they don't understand or are not aware of PMB. Twenty-six percent said they know what it is but need to learn more. Another 10 percent said they have never used it. Clearly, marketers need to know more than they do on the subject of PMB, and it doesn’t help that there’s a great deal of misunderstanding and misinformation floating around to complicate matters even more.
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