When it Comes to Programmatic Buying, Don't Forget Audience Insight

Programmatic Buying Industry publications predict growing budgets dedicated to programmatic, which will consume larger percentages of brands’ total digital spending across various company sizes, verticals and countries. In spite of this, there still exists ambiguity about how these types of media-buying systems work. That, coupled with the instantaneous nature of real-time bidding decisions and the anonymity of websites on which media buyers bid to serve, has caused an industrywide call for transparency. There are many types of transparency that marketers and advertisers should seek on behalf of a brand, but one of the most important – audience insight – is often overlooked by industry pundits. Transparency, when used in reference to behavior, can be defined as operating in a way that actions are visible or communicated.

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