Andy Butters
Sep 14, 2017

Why close collaboration is the key to cracking programmatic

Advertisers shouldn't judge programmatic on performance. They should judge how effectively they are working with their agencies by their programmatic performance.

In a world in which trust and transparency issues are changing the way advertisers view programmatic, the need for close and open relationships between client and agency is more important than ever.

It is vital that to realise its true benefits, clients need not just to invest in programmatic, but to be invested in it and we welcome advertisers taking a greater element of control in this space.

Understandably, to many advertisers,...

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