The Drum: What Marketers Must Consider When Planning and Executing Programmatic Campaigns

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Growth in programmatic spend represents a seismic shift in contemporary media practice, with only 13% of display ad sales sold using such technology in 2012, compared to 70% in 2016. Investment advisor outfit LUMA Partners has performed arguably an unrivaled performance in mapping the space (see above for an example of its agenda-setting LUMAscape) but even this is puzzling upon first sight, especially for marketers tasked with a multitude of other responsibilities, besides digital media buying. The Drum