By Natalie Mortimer

Google is aiming to shift more of its digital marketing budget into programmatically traded campaigns, and has set its sights on a 60 per cent target, according to its global chief marketing officer Lorraine Twohill.

Speaking to The Drum at the Web Summit in Dublin, Twohill revealed that Google is in the process of moving all of its campaigns, such as for its Chromecast product, over to programmatic “one by one”, and is working to overcome the current limitations of programmatic, which doesn’t currently cater for skippable ads.

“I want 60 per cent of my marketing digital spend to go through programmatic,” Read full story ›

Source: The Drum