By Amanda Phillips

Programmatic has been one of media’s most hotly debated topics of 2014 but the challenges and opportunities that it brings are about to affect a much wider audience.

This year Millward Brown predicts that programmatic will undergo a dramatic reinvention that will make it a fundamental consideration for brand marketers and put it on the agenda at the start of the creative process.

The benefits will be huge but only when active steps are taken to manage the process with brand rather than solely performance in mind.

At a brand level it will be critical to ensure that teams don’t lose sight of Read full story ›

Source: The Drum