How B2B brands got a taste for programmatic

Matthew HoggHead of ad operations
“The early bird may get the worm – but it’s the second mouse that gets the cheese.”
So an old adage sums up the concept of second-mover advantage. Google was not the first internet browser or search engine. Apple did not producethe first smartphone or tablet. Boeing did not pioneer the passenger jet nor GlaxoSmithKline and Zantac ulcer relief. However, as classic ‘fast followers’ they were able to create entirely new mar