Programmatic performance anxiety? Here’s how to cure it
Google’s Matt Brittin once likened programmatic to teenage sex – and it’s easy to understand why. Everyone seems to be worrying about whether the competition is doing more of it, or doing it better than they are. The truth, though, is that worryingly few people know what they are doing at all.
Brittin’s analogy is all the more disconcerting when you consider that, in Europe, roughly half of digital display ads are already delivered through programmatic (Emarketer, November 2015). Despite this, roughly half of marketers say they had “little or no knowledge” of the technology deciding where and when their ads appear (IAB, January 2016). Are brands risking their own future by blindly taking the plunge? Are they missing the real opportunity? And is there a more informed way to plan out a strategy for programmatic?
We brought together TNS’s Digital Director Jonathan Sinton and Caspar Schlickum, CEO of programmatic Ad Platform Xaxis, to cut through the confusion and explore what brands should be doing to take advantage of programmatic – and what they shouldn’t.
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