“We have to demystify what we do”: Thought leaders on why brands need guidance around programmatic
Programmatic is becoming a major part of the industry, but some companies and marketers still do not understand fully what it means, something the World Federation of Advertisers (WFA) hopes to change with its recently released guidelines on programmatic ad trading.
Speaking at Dmexco, Amit Kotecha, head of marketing EMEA at Quantcast, admitted that technology companies “have a tendency to make things quite difficult to understand.”
Calling the WFA guidelines “a great thing,” he believes it is best to train people “from the beginning” to understand how real time advertising and programmatic trading is changing the industry, adding that viewability, Read full story ›
Source: The Drum
