Mike Lamb, CCO, recently published an article in iMedia articulating how MediaMath believes that agencies, ad tech and technology providers can work together in harmony. Read the excerpt of the article below; click here for the full piece.
As digital spend continues to grow and programmatic marketing moves from the exception to the rule, forward-thinking brands will look to build marketing capabilities with the underlying technology. As many as 50 percent will evaluate direct technology relationships in the coming year or are currently working directly with a technology platform to buy media programmatically, according to a recent survey by the CMO Club. Benefits include greater comfort deploying first-party data, better integration with internal systems, and normalized measurement across disparate media and campaign types.