Consumers are now using multiple devices at a time. The data this leaves behind creates the opportunity for advertisers to develop a programmatic strategy. Econsultancy's programmatic branding report showed that 40% of marketers are already using programmatic for brand campaigns. However, viewability is vital for programmatic, advertisers want to know their ads are being seen by the right people. Brands and agencies need to work together on this so an industry standard can be created and adopted.
Consumers are now using multiple devices at a time. The data this leaves behind creates the opportunity for advertisers to develop a programmatic strategy. Econsultancy's programmatic branding report showed that 62% of marketers are already using programmatic for brand campaigns. However, viewability is vital for programmatic, advertisers want to know their ads are being seen by the right people. Brands and agencies need to work together on this so an industry standard can be created and adopted.