Programmatic Goes Omnichannel, But Not Without Challenges

The definition of programmatic may still vary sector to sector and company to company but with mobile and video becoming large scale in their offer, programmatic’s future is in implementing omnichannel strategies.With machine learning, people are engaging with ads in much smarter ways in context to both platforms and targets. “Finally, we are moving to a place where mobile will be given credit for the role it plays in driving conversion,” said Yannis Dosios, Vice President, Platform & Exchange, Yahoo.In turn, many new opportunities are opening up on the big media channels. As companies take data in-house and infuse it with data management platforms (DMPs), new conversations are coming to fore. “Programmatic is becoming a barrier unless you can use open real time bidding or premium inventory. Agencies are looking…


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