Campaign Insight

A glimpse of the future of programmatic

The Campaign/The Trade Desk ‘Future of Programmatic’ report, due to launch in March 2018, is an exploration behind the headlines of this essential yet sometimes contentious discipline. This paper previews that report, giving you an inside look at three of the emerging themes that dominate the debate:

  • The evolving agency/brand relationship
  • From tactics and mechanics to strategy
  • Brand 2.0 – moving beyond direct response

Campaign, in association with The Trade Desk, commissioned a wide-reaching, six-week industry survey, complementing a series of interviews with industry experts from both the brand and agency side. In a bid to find out what role programmatic should play in brand marketing in the future, questions ranged from the changing definition of programmatic, the role it serves as part of the marketer’s arsenal, challenges that have hindered progress and the opportunities that have since arisen from improved technologies and collaboration.

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