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Programmatic advertising has become a key element in most digital ad budgets for its scale and efficiency in targeting and placing digital advertising. As a result, more brands are bringing the management of programmatic in-house. This shift is changing the role that brands and agencies play in this arena and the structure of how they are managed.
With programmatic’s rise, the IAB Programmatic+Data Center aims to help inform its clients how programmatic is evolving the digital media landscape. The purpose of this report is to discuss the role that programmatic plays in the broader digital media ecosystem and . . .
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