September 6, 2017
Truth & Transparency Key to Programmatic Growth
The advertising industry is in the early stages of a massive reinvention that will result in USD$640bn (£494bn) in annual global ad spend being transformed to programmatic technology. This transformation started with display ads, but will eventually encompass every form of advertising, from TV, to outdoor, to in-car, to mobile, to augmented, and virtual reality. Writing exclusively for ExchangeWire, Jason Fairchild, CRO and co-founder, OpenX, explains why, for this future to be realised, brands must have absolute trust using programmatic technology, where ‘trust’ comes down to the need for full transparency into all aspects of programmatic ad buying.