Programmatic Buying: Where Do We Go From Here?

Fri, 09 Feb 2024 00:00:00 -0500
Leading Edge

With the promise of greater efficiencies, better targeting, and improved effectiveness programmatic buying has yet to deliver on those aims. To the contrary, a multi-layered, often opaque supply chain, increased intermediary fees, lack of measurement standardization, and persistent fraud have negatively impacted advertisers’ investments in this area.