Advertising Week

AWNewYork_OfficialGuide-2017

Advertising Week 10th Anniversary Official Guide

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278 TRENDING You probably already know that programmatic buying gives advertisers the prized ability to target audiences in real time across multiple screens and content. But do you know how much it's dominating the marketplace? Nearly 4 of every 5 U.S. digital dis- play dollars will transact programmatically in 2017, according to estimates from eMarketer, and the researchers expect the share of such buys to grow. Programmatic is constantly evolving, too, and keep- ing up with the furious pace of innovations isn't easy. That's why we sought help from Jon Mansell, Vice President of Marketplace Innovation at Magna Global, the intelligence, investment, and innovation unit within IPG Mediabrands. He served up some valuable insights with a side of predictions. Need Some Programmatic 101? It's time to stop faking your way through programmatic conversations. We asked an expert for some tutelage By Mindy Charski

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