An Evolving Framework for Advertising Automation

Despite the complexity of today’s digital supply chain, automation will continue to refine buying and selling processes and shift attention to higher-value marketing and advertising functions. Automated platforms and services can continue to drive industry growth through increasingly relevant and effective advertising, flexible publisher monetization opportunities, and enhanced consumer experiences.

The term “programmatic” has become ambiguous shorthand for some or all of a diverse range of platforms, tools, and processes in digital advertising. Now that automation via software and data has become the de facto means of executing digital and disruptive to most industries – understanding and evolving the roles and utility of each component involved in automation is critical to ensuring an effective marketplace.

Instead of relying on the false dichotomy of defining . . .