Whatever influence media agencies lost thanks to programmatic is on the resurgence once again.
All it took to happen was a dose of reality on the future of the open, convoluted marketplace of programmatic inventory.
The reality here is that it’s stuck in a rut: The buy-side of these deals want fewer auctions to listen to because doing so costs money, while the sell-side wants to run as many of them as possible because doing so makes money. Learn more via Digiday.