Why content is key to Lastminute.com going all in on programmatic

If Lastminute.com wants to be top of mind for those advertisers seeking holiday goers then much could rest on how the company can give its burgeoning publishing business a commercial edge.
It might sound like an exaggeration for a business that derives a tiny amount of its total revenue from ads but its chief commercial officer and head of media and partnerships Alessandra Di Lorenzo readily admits to the importance of getting the content right. Get it wrong and people are less likely to want to