Multi-screen digital universe: Why 2015 is the year of programmatic (The Drum)

[Promo for AdForm -Ed.] Programmatic advertising has for too long been viewed as a pure direct response medium, focused on remnant inventory. The technology has reached such a stage of maturity, driven by full-stack service providers, that brands can run these campaigns across premium inventory on multiple screens, with solid audience data, real-time bidding support and robust metrics. […]