India's most influential networking summit for senior marketers to discuss the major strategic issues in marketing.
Is Programmatic delivering on the Efficacy and Efficiency of media transactions?
An automated marketplace has become necessary to allow publishers and advertisers to manage their transactions and performance at scale, leading to the creation of Supply-Side Platforms (SSPs), Demand-Side Platforms (DSPs), and Agency Trading Desks (ATDs), Ad Exchanges. However, issues such as lack of transparency and trading of remnants act as hindrances for brands. Also, being a technology-driven process, it sees little human intervention which makes it difficult for advertisers to assess the quality of the inventory being bought. This, coupled with fraudulent clicks and bots, makes it difficult for both publishers and advertisers to rely on programmatic completely. Hear this interesting debate as industry experts take sides for and against the efficiency of programmatic in media transactions as a Business.