Programmatic advertising — at least the open marketplace part of it — might be turning into the forgotten child of the marketing industry.
Chalk it up to a few reasons: Ad budgets are spread thin across channels these days. That means clients aren’t keen on dishing out enough cash for all the ad tech tools, staff time and commissions needed for programmatic buying.
Plus, they’re already facing challenges with generative AI, burnout from Google’s hurry up and wait (again) cookie deprecation, measurement, inventory and the list goes on.
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