By Ayesha Salim

Once misunderstood, programmatic, the art of using machines to buy ads, is now becoming more prevalent in the advertising industry.

Last year, 73 per cent of advertisers’ total budgets were spent on programmatic and this number is only expected to rise this year. For Nicolas Bidon, global president of Xaxis, the reach of programmatic extends far beyond what most brands and agencies might expect.

“It frees up time for people in [brands and] agencies to focus more on the creative story they want to tell to these different audiences. It takes away some of the tedious work of trafficking campaigns Read full story ›

Source: The Drum