This World Federation of Advertisers (WFA) paper provides guidance on how Advertisers can get the most from the new programmatic landscape.
The guidance highlights key steps that Advertisers can take to improve the return they get from investment in digital advertising via programmatic platforms. These range from basic steps, such as asking the right questions, through to the more complex process of negotiating individual contract terms, right through to the technology stack they choose to use.
The WFA argues that even small changes to an existing system can deliver significant improvements in terms of data ownership and marketing performance.
The programmatic guidance has been accompanied by a survey of some of the world’s largest advertisers highlighting the steps they have taken to maximise value from the new trading technology this year.
Click here to read this report.