Automation has made it possible to buy and sell inventory at scale, in real time, with targeting and reporting based on data. This has fueled a revolution in digital display advertising—but a complex ecosystem and opaque market has led advertisers and publishers alike to complain about the “tech tax,” the programmatic fees they see as eating into media budgets.
Programmatic trading requires infrastructure and partners to function effectively. And those partners have to get paid.
In this Meet the Analyst Webinar, eMarketer principal analyst Nicole Perrin discussed how much these programmatic fees cost, explored (the lack of) programmatic transparency and dived into how advertisers are approaching the infrastructure underlying more than 80% of their display spending.
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Made possible by Adelphic, this video webinar explores: