The Impact on Brand and Delivery Metrics and What Advertisers Can Do to Maximise Returns
Programmatic online advertising is on the rise, and is performing well against lower-funnel metrics such as purchase intent. However, it is not yet realising all of its brand-building potential against upper funnel metrics such as awareness and communication. Various factors, such as advertising fraud and viewability, are holding back the full potential of programmatic. In order to maximise returns, marketers need to adopt best practices for campaign planning and measurement.
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