David Rittenhouse
Aug 25, 2016

People have misunderstood what programmatic is all about

Speaking from a Japan perspective, David Rittenhouse argues that marketers need to stop delegating and take control of programmatic media if they want it to work for them.

David Rittenhouse

“Automation is what programmatic is great at. The mistake people make is thinking that programmatic means you should be buying traffic on tiny websites and aggregating those into volume.”

This, concludes Jonah Goodhart, CEO of attention analytics company MOAT, is resulting in impressions sold in open ad exchanges resembling a long tail’ of abnormal inventory.’

Right now, when most people think of programmatic media, they think of impressions from anywhere and...

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