Programmatic’s Promise And Potential

At OMMA Programmatic on Tuesday RTBlog heard diverse views on how marketers, agencies, and third parties are leveraging programmatic media processes. The overarching view of programmatic is that it has the potential to make the planning, activation, and optimization of advertising and media more effective and efficient. That’s at a 10,000-ft. view. Therefore, programmatic should  minimize risk and maximize ROI, according to George Musui, SVP/head of analytics & Iisight, Optimedia. Speaking at OMMA Programmatic, Musui said the beauty of programmatic is that it can help identify risk throughout the media planning process. But he also seemed to caution practitioners to return to the fundamentals of advertising and media. Reaching the elusive consumer along his or her increasingly circuitous, non-linear route to decision-making is more complex than ever. The fundamentals like…


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