Author: Brian Gleason, CEO of Xaxis Americas
Data management platforms (DMPs) and programmatic are transforming the core of the media business through innovation in ad tech as well as disruption of the standard economic model. This Point of View (POV) outlines the following:
- A holistic understanding of programmatic buying techniques and how media agencies should position themselves within the changing landscape.
- Advice on how, when and why programmatic technologies and data management systems should be used to optimize and deliver on an advertiser’s goals and objectives.
- Implications for the future state of advertising.
For a detailed description of DMP and programmatic concepts, challenges, benefits and implications for agencies, download the full white paper now (PDF).