Sean Kelly , CEO of AppNexus believes that what we know as " programmatic advertising " is evolving into something new . O'Kelley thinks that programmatic advertising is going to get a lot smarter , in so far as programmatic will become programmable . Programmatic advertising was built for the one - channel world of modern web browsers and email , which has actually changed it . Targeting users in inclement weather was up to 33 percent more effective than targeting users in favorable weather conditions in three US test markets. Programmable advertising is more effective , faster and limitless in its possibilities , with one of the main differences of programmable being its use of data , and the growth opportunities that brings .
Sean Kelly , CEO of AppNexus believes that what we know as " programmatic advertising " is evolving into something new . O'Kelley thinks that programmatic advertising is going to get a lot smarter , in so far as programmatic will become programmable . Programmatic advertising was built for the one - channel world of modern web browsers and email , which has actually changed it . Programmable advertising is more effective , faster and limitless in its possibilities , with one of the main differences of programmable being its use of data , and the growth opportunities that brings .