What marketers must consider when planning and executing programmatic campaigns

Growth in programmatic spend represents a seismic shift in contemporary media practice, with only 13% of display ad sales sold using such technology in 2012, compared to 70% in 2016.
The Drum probes Wayne Blodwell, chief executive of The Programmatic Advisory, on what marketers should ask themselves on whether they're really planning programmatic effectively?
What has helped drive this process is marketers’ quest for greater efficiencies, plus the promise of being able to better attribute