Video ad buyers and publishers are moving to a future where programmatic buying is the norm, but there are a few obstacles to smooth over before we get there.
How brands and agencies buy TV advertising will change massively this year, as will their expectations of campaign success.
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Programmatic buying suffers from complexity and lack of transparency, Adobe says, obstacles that it aims to solve with its offerings for ad buying and selling.
Remember when no one understood what programmatic meant and no one really cared? That was stage one.
The company’s YouTube ad optimization and programmatic buying solutions are finding success as brands move additional media spending online.