The meteoric growth of programmatic has captured the attention of digital power players. While supply chain optimization can add complexity, advertisers still need to access the most relevant inventory to reach consumers. In a fragmented landscape where efficiency matters more than ever, how can partnerships make transparency a reality for programmatic?
Last month, IAS Chief Marketing Officer, Tony Marlow, joined industry leaders at the IAB Annual Leadership Meeting to unpack the value of programmatic transparency. Specifically, they discussed Total Visibility, the way forward for buyers, and the power of partnership to address the most pressing challenges facing digital buyers.