By Natalie Mortimer

As the advertising industry continues to flirt with programmatic technologies for linear TV, it must remain flexible and treat the move with respect if it is to prove successful, according to Unilever’s chief marketing officer Keith Weed.

Speaking to The Drum at the Web Summit in Dublin, Weed speculated that the industry as a whole will eventually make the shift to programmatic TV, but that the change will resemble the fast-moving progression that brands demonstrated in their use of social media.

“I think you’ll see the industry going into that [Programmatic TV]. I won’t make any specific comments about Unilever at this Read full story ›

Source: The Drum