Working together – seller turns buyerFor publishers, the Programmable Age ushers in new opportunities to pool data with non-competitors. 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. The big question is, how do you make it more efficient? 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. The big question is, how do you make it more efficient? 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.