By Jessica Davies

Missed opportunity. Surely that’s the underlying fear of most marketers today in a digitally led landscape that continues to shift and evolve at such pace. Yet that could be the outcome for many if the disconnect between creative and media agencies continues, when it comes to programmatic trading.

Conversations around programmatic are dominated by the technology and the way it is changing media buying, and media agencies, but its usefulness lies in its ability to deliver contextual, personalised, relevant and timely ads – and that should be baked in to the creative at the ideas stage. Only then can programmatic trading Read full story ›

Source: The Drum