By Justin Pearse

Programmatic is increasingly being used as a planning tool. What needs to happen for it to be introduced earlier in the agency lifecycle?

Much more needs to be done on the educational front, believes Sébastien Robin, global programmatic director, Havas Media. “You often get a situation where the programmatic experts sit in one building and agency people in another. As a consequence, many agency people lack a basic understanding of programmatic. Not only do they need to get a definition of the technology, they also have to learn how to use it in practice.”

Agencies should be more proactive about the way Read full story ›

Source: The Drum