Programmatic advertising: Dark art or deep science?
Programmatic, once considered new-fangled technological wizardry, has now been tainted (perhaps irrevocably). Jess Pike speaks to those on both sides of the fence to find out whether recent ethics questions spell the end for this new way of advertising.
Unless you purposefully seek it out you won’t necessarily come across anything untoward on the internet. Like slow-moving fish lurking on the riverbed, the stuff we don’t want to see – the bad stuff – remains hidden beneath a thin layer of iridescent algae, barely visible to the naked eye. But lurking there all the same.
Programmatic advertising has changed all that: with its clever algorithms and technological know-how, it’s brought the horrors of the deep right to the surface, giving big-budget brands around the world the fright of their lives.
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