Programmatic Advertising

Programmatic is an auction, a supply chain and a measurement problem wearing one name. The supply chain is where most of the waste is, and it is the part buyers look at last.

Start with real-time bidding for the mechanics, then supply-path and measurement. The brand safety and viewability guides matter more than their position in most media plans suggests.

A theme across the section: the cheapest, best-performing inventory in your report is where to look first for a problem, not where to scale.