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Lana Strydom

Vodacom

Is programmatic buying meeting performance expectations?

There is significant expectation that programmatic buying will increase media performance through relevance, reach and frequency management. The complexity and growing number of bidding platforms are becoming staggering difficult to manage and implement. The latest addition to the technology jargon is DMP platforms, where do these platforms fit into the technology stack? The discussion should uncover views of how programmatic is currently performing and whether data intelligence is really adding as much value as the hype created around big data. Also interested in hearing views of how creative ideas can successfully be implemented on programmatic buying, as we are seeing a lot of dynamic banners being created, but no real creative thought. The real question may be around how creative ideas are applied to increase relevance, not only data.

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