Commentary: Unlock the value and increase the effectiveness of programmatic
Krux Chief Marketing & Strategy Officer Jon Suarez-Davis in a new post on LinkedIn explores how transparency can unlock the value and increase the effectiveness of programmatic.
Here's an excerpt:
As someone who has spent most of his career focused on driving marketing effectiveness, I believe that recapturing the value lost in the current programmatic ecosystem will enable marketers to reap the benefits of programmatic targeting capabilities and increase their ROI. To that end, even with all the ecosystem headwinds, I have seen multiple in-market studies and market mix modeling (MMM) reports showing strong ROI from programmatic campaigns with the same creative, both compared to direct digital media buys, as well as other media channels – linear broadcast, print, etc. That is why my colleagues at Krux developed a solution for marketers and media companies to transact programmatically in a transparent manner that eliminates most of the waste highlighted in the image above; we call it Krux Link.Read this article on LinkedIn