To better understand how the industry’s top influencers are currently leveraging programmatic technology, we interviewed over 175 senior U.S. Brand, Agency, and Publisher clients. Here are some highlights of what we learned—and what you need to know—about programmatic right now:
- Programmatic buying is everywhere & major investments are being made.
- Brand safety matters—for everyone.
- Brands are getting more educated & publishers need to catch up.
- Industry consolidation hasn’t yet impacted the operational relationships.
- The benefits of programmatic have yet to be fully realized.
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