Over half of all brands are buying digital inventory using programmatic media buying technologies, according to research by the Internet Advertising Bureau (IAB) but there is little understanding across the industry of how such technologies work together.
Coupled with a rise in ad fraud, viewability fears and safety concerns have left many advertisers pointing the finger of blame over transparency at programmatic as it sweeps the floor with manual buying.
The barriers that programmatic have brought down has enabled lots of new entrants to join the market, and unfortunately when you have lots of new entrants to the market you have bad Read full story ›
Source: The Drum
Industry News