Media Post Programmatic & Rtb Insider Summit | Panelist: Carol Chung

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Media Post Programmatic & Rtb Insider Summit | Panelist: Carol Chung
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DigitasLBi North America says
Programmatic Direct: What Is The Holdup?

In its ability to streamline outmoded ad ops inefficiencies yet maintain valued relationships between publisher and buyer, programmatic direct seems like a good idea. Let’s do it. But most measures still show but a small fraction of overall media spend using these platforms. We explore why and how the transition is not as simple as it seems. Disagreements over what technology works here and how it reorganizes both publisher sales and agency ad ops continue. Can this inventory integrate well with trading desks? Should it even live there? Worse, there is still incompatibility between the sell and by side in the technologies they favor and whose goals are being satisfied. We discuss how programmatic direct needs to evolve to expand.

Moderator: Scott Harkey, President, Owens Harkey

- Carol Chung, SVP Media Technology, DigitasLBi
- Harshal Vadnere, Product Manager, MICROSOFT
- Richard Welch, Programmatic Lead , Conde Nast

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By: DigitasLBi North America

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