3 years ago, you could be forgiven for not knowing what programmatic advertising was, or thinking that it doesn’t really matter to anyone but hard core digital marketers or agency trading teams. But not all programmatic advertising is created equal. Like all technology, programmatic can be used for good, to fund an open, vibrant media marketplace based on shared, open standards and transparency. Or, it can be used to reinforce powerful walled gardens where information is shared selectively and the private business interests of a few dominate over all else. As more and more media is traded programmatically – not just digital display, but TV, audio and even OOH – it’s increasingly important for marketers to understand not just the technical basics, but what version of programmatic they want to support. What makes a good programmatic partner, and what questions should you be asking to make that decision? With more and more of the content we consume moving online to be funded by digital advertising, it’s about more than good business: it’s a fight for the very future of the internet.
Speaker: MITCH WATERS (SVP Southeast Asia, India, Australia & New Zealand – The Trade Desk)