Ad tech is having a premature midlife crisis
Digiday - 05/03/2016
Ad tech’s intricacy doesn’t mean that brands don’t want to invest in it any more. Now, more than ever, companies want to find ways to optimizing their advertising efforts and maximizing effectiveness, according to Yakov Bart, marketing professor for Northeastern University’s D’Amore-McKim School of Business.
“They don’t want to miss out on programmatic, because when they do it right, they can largely increase efficiency,” said Bart.