The Hide and Seek of Programmatic: deciphering the hidden costs and true value of performance media
The digital revolution has changed the advertising business forever. Marketers can target, or suppress, audiences for greater accuracy, deliver relevant messages based on interest and behaviour, gain meaningful insight into a consumer’s wants and needs, and measure their return on investment (ROI) from a once nearly impossible format. As more of our world becomes digitised, data and automation become more and more critical to the advertising ecosystem. Soon enough, we won’t even find it necessary to say ”digital,” it will just be ”media.” This shift has catapulted the adoption of performance-based media strategies and created an explosion of new technologies that better connect brands with consumers without the legacy inefficiencies.