As more advertisers begin to appreciate that their digital budgets are not being invested where or how they thought, and more media owners see their brands compromised by inappropriate, ads clients may look to less automated ways of managing their digital spend.
Programmatic is only 5 years old but has found itself moving to being a problem rather than a solution. Tech is developing quicker than media talent can keep up and AI will accelerate that process. Complex times.
It’s starting to look like this: we have marketers who – thanks to the complexities – no longer understand where their digital money is going