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Understanding programmatic accountability

Understanding programmatic accountability iMedia Editors

Programmatic marketers from ad techs

From agency marketers to brands, and every tech player in between, there are a lot of moving parts when it comes to executing a successful programmatic campaign. At the end of the day, it is the responsibility of the marketers who specialize in the process to ensure everything goes smoothly and identify problem areas early. The programmatic marketer needs to be an educator as well as a collaborator to guide clients and their brand partners to success. If a programmatic campaign falls flat, the agency should not take the brunt of blame, as it is not their job to be an expert in the area. The onus and duty of the ad tech programmatic marketer is to steer the ship in the right direction and guide all parties down the right path.

iMedia traveled to thinkLA's Programmatic Summit and spoke with Google account executive Erik Smithson about his take on the state of programmatic and why niche marketers should take the lead on ensuring ROI is delivered.

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Article written by media production manager David Zaleski and video edited by associate media producer Brian Waters.

"Concept of accusation of guilty businesswoman." image via Shutterstock.

iMedia Communications, Inc. is a trade publisher and event producer serving interactive media and marketing industries. The company was founded in September of 2001 and is a subsidiary of Comexposium USA.  ...

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