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> Openads: Is there a human element to programmatic trading?
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post 19 Jun 2013, 11:33 PM
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Our CEO Tim Cadogan joined RampUp 2013 on a panel discussion about programmatic buying. The focus was on the trend that, increasingly, offline and online data is being used to inform publishers and advertisers about the value of digital advertising inventory. During the discussion, it was clear that inventory quality and brand safety are two of the most significant issues with programmatic buying and selling.

Tim and fellow panelists Jeff Green (CEO, The Trade Desk), George John (CEO, RocketFuel), and Joe Zawadzki (CEO, MediaMath), agreed that transparency is key and that the human element in programmatic buying can inform digital ad buys. Tim stressed that media buyers must “know what [they're] buying” and actively monitor their own publisher networks while remaining vigilant in defining whitelists, blacklists, and filters to protect their brands.

Take a look for yourself and learn how marketers are getting beyond the blackbox and reintroducing the human element to the programmatic equation.

RampUp 2013: Programmatic Buying from LiveRamp on Vimeo.

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