Check out this article by Ollie Chadwick, Regional Director, UK & Ireland at AdsWizz, on IABUK.com!
Programmatic doesn’t have a growth problem. It has a complexity problem.
It’s expanded well beyond display into CTV, audio, and retail media, but the old playbook hasn’t really kept up.
The ecosystem is more fragmented now, and automation on its own isn’t enough. It needs more context and a clearer understanding of how each channel actually works.
The opportunity isn’t more automation. It’s using it more intelligently.
