By Staff Writer

Ahead of judging this year’s The Drum Digital Trading Awards, Mediacom’s chief digital officer, Deidre McGlashan, discusses the issues and potential that programmatic trading offers marketers and relays some advice on its best use as well as foreseeing its future.

What are the main challenges in programmatic trading marketing currently and why?

A lack of common currency has plagued digital marketing since the beginning so we’ve always been in a situation where the dollars don’t follow the eyeballs. This has not been ‘fixed’ so this continues to be a challenge as we move into programmatic trading.

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Source: The Drum