Has programmatic delivered its fair share to both publishers and buyers?
Is programmatic working for you? And how do you measure success? These questions were unravelled by industry experts at this year’s DMEXCO in Cologne. “Publishers should be rethinking their relationship with dominant tech vendors when it comes to programmatic advertising,” according to Romain Job, chief strategy officer at Smart AdServer.
Speaking to The Drum at Cologne’s annual digital exhibition, Job dived into the importance of strong independent adtech vendors for media companies in “a mature tech market.”
Job point out that publishers “need to rethink the ways they address the technology delivering programmatic advertising Both publishers and advertisers should take a close look at the value they are deriving from each tech vendor they work with.”.