What does programmatic media have in common with toilet paper? A lot more than you might think, says Sherine Ebadi, managing director of forensic investigations at Kroll. It’s a question of quality (or the lack thereof).
Programmatic transparency is achievable in theory, but elusive in practice, says Sherine Ebadi, managing director of forensic investigations and intelligence at risk management services provider Kroll.
According to the ANA, brands could save at least $20 billion a year by cutting out low-quality programmatic inventory on the open web.
While programmatic advertising has its faults, it is still evolving. And as it has matured it has become a powerful, efficient and effective tool for brands to surgically disseminate their commercial messages to highly targeted consumers. But that doesn’t mean there’s no work to be done, writes Eric Warburton, SVP of technical account management and platform partnership success at Horizon Media.
