Programmatic direct on the march

Ad tech is a forever changing industry – and nowhere is this more apparent than in the world of programmatic. What was once seen as a way of trading remnant inventory, and using audience data and optimised algorithms for performance campaigns, has rapidly evolved into an ecosystem that underpins much of digital advertising today.
New and improved developments and initiatives such as programmatic direct mean that the technology is no longer ‘just’ for performance campaigns and h