Programmatic has become problematic: Here’s what marketers can do about it

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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.

  1. Set up a transparent model for programmatic buying
  2. Set up a strong tracking and optimization system
  3. Test, learn, scale

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