Programmatic has remained a very popular ad-buying strategy. The programmatic market has been growing at an average rate of 71% per year for the past five years and is projected to be a $64 billion dollar industry in 2018.
Yet Hari Shankar, MD at Escelis has told users at a recent Econsultany problem about the machine and people problem of programmatic.
Hari concluded by pointing out that if programmatic is going to succeed as a performance-based ad buying strategy, then brands need to take more control of the process.
- Set up a transparent model for programmatic buying
- Set up a strong tracking and optimization system
- Test, learn, scale