A little bit of context – Programmatic is extremely important when we talk about scale.
Historically, media was bought by partnerships from organization; companies were simply shaking hands with clients and publishers (TV / newspapers) to get deals done. Even up to recently, digital media has been bought in bulk and large packages, and therefore scaling to some degree – especially when it comes to smaller brands or smaller products – has become the focus of this conflict. As a result, access to various platforms became limited, and for bigger brands, it became a challenge to understand consumers properly.
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