I write this as I witness our digital media industry evolving faster than ever, creating a path of confusion and frustration for many involved parties. As a result of tech innovation, agency transformation, and digital brand activity and footprint, programmatic grew from zero in early 2009 to $6 billion in 2014. The de-bundling of media, data, and technology increases opportunities for agencies and advertisers, but it also expands uncertainties, as many available combinations remain un-tested and un-discovered. Additionally, algorithms are increasingly complicated and need to be proven. At this dynamic time, truly strategic, programmatic partnerships are required to attain, measure and optimize for continued success. There are three key pillars to growth: satisfaction, value and innovation. Satisfaction Transparency and integration of media placements, audience insights and metrics help clients and partners to establish clear expectations at the start of and throughout a campaign. When both parties commit to regular communication![]()
