Programmatic Needs Context
John Battelle's Searchblog
MAY 27, 2014
'The post Programmatic Needs Context appeared first on John Battelle's Search Blog. Today Digiday published a piece I wrote about the lack of context in the display advertising marketplace. Check it out, I’ve posted it below as well for posterity. — Before the rise of programmatic buying and “audience retargeting,” most quality brand media was purchased based on a very particular contextual signal –- even if the market didn’t really call it that.
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