Although programmatic has turned 10 this year, it’s still very much in its maturation phase. Our CMO Joanna O’Connell, who started out as a media buyer in ad tech’s early days, sits down with Merca2.0 in Mexico to talk about how programmatic has evolved.
“Are you only putting five percent of your digital media plan toward programmatic, or are you thinking of programmatic as the way you buy and manage media?” she asks. “What started as something that was really just about display advertising, is now something that is well penetrated into mobile, video, digital native, paid social, out-of-home…and increasingly TV. The level of maturity of marketers is still highly varied, but you have some marketers who are very sophisticated, who really think about programmatic and data-driven marketing being the same.”
For more insights from Joanna, watch the video below!