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Host of Fox Television’s "Shelly Palmer Digital Living" Show

Shelly Palmer

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How Cross-Platform Programmatic Can Reach Its Full Potential

Programmatic Buying

In general, I’m a huge fan of making the buying and selling of digital ads more efficient and effective. This desire to continually evolve and improve the buy and sell process is one of the many reasons why the promise of programmatic buying is so compelling. Through automation and machine-based decisioning, programmatic can create efficiencies for marketers not only in terms of operational overhead, but also improved performance and higher return on ad spending. My excitement is tempered, however, when I talk to marketers about applying programmatic capabilities beyond the desktop and into the world of mobile. While the potential of cross-device programmatic is great, there are still many hurdles that need to be overcome before cross-platform programmatic can achieve its rightful share of the marketing mix.

Read the full story at AdExchanger.

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More Stories By Shelly Palmer

Shelly Palmer is the host of Fox Television’s "Shelly Palmer Digital Living" television show about living and working in a digital world. He is Fox 5′s (WNYW-TV New York) Tech Expert and the host of United Stations Radio Network’s, MediaBytes, a daily syndicated radio report that features insightful commentary and a unique insiders take on the biggest stories in technology, media, and entertainment.