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Curation puts key players back at the heart of programmatic

on Oct 27, 2021 | 0 comments

By Michael Nutley

Three of the most important players in making online advertising work are the agencies, the publishers and the data providers. But the rise of programmatic has pushed them apart and made it more difficult for them to capitalize on their unique assets and experience.

A key selling point for agencies used to be their expertise in buying the right media for their clients at the best price. Now that function has been largely commoditized through programmatic trading, it’s no longer an exclusive differentiator.

At the same time, publishers are constantly trying to balance the need to monetize their audience with maintaining a Read full story ›

Source: The Drum