Babar Khan Javed
Apr 2, 2018

Premium has been redefined in programmatic: BBC

The BBC claims its bets on contextual programmatic have paid off.

David Goddard

When advertisers invest in programmatic exchanges that have the capacity for contextual ad placements, brand perceptions get a lift.

That's the assertion of David Goddard, the global head of programmatic trading for BBC, who says there are tangible and proven benefits for doing so, apart from raising premiums and ad earnings for publishers.

However, there are publisher KPIs that matter, beyond just creating high-quality content. In order for a...

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