Programmatic advertising has redefined how brands engage with prospective customers. The ability to interface with prospects in real time has opened new avenues and creative ways to target, capture and convert them, leading to a significant increase in marketing return on investment (ROI). In a way, it has made advertising more affordable for marketers, offering insights into what users really want and enabling communications at the right moment.
The question is, how can brands better determine what to outsource and which technologies to implement for programmatic advertising?
The quest for efficiency
Richard Kanolik, head of programmatic at Vodafone, felt that...