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 .
Brian O'Kelley, 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 desktop web browsers and email, which has actually limited 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.