Ad effectiveness losing out in programmatic gold rush
Brands and media agencies have been warned to stop "buying blind" as the ad industry grapples with numerous hurdles in the programmatic space.
"Programmatic is fantastic, but also problematic," said Nick Manning, chief strategy officer of marketing analytics company Ebiquity.
"It's the holy grail, but we're not there yet. Industry will tell you that we are, but actually we know that for every $100 our clients spend, maybe only 15 or 20 cents in a dollar actually reaches the screen in a meaningful way. There is enormous wastage."http://mediatel.co.uk/newsline/2015/06/17/ad-effectiveness-losing-out-in-programmatic-gold-rush/