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

Shelly Palmer

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When it Comes to Programmatic Buying, Don’t Forget Audience Insight

Programmatic Buying

Industry publications predict growing budgets dedicated to programmatic, which will consume larger percentages of brands’ total digital spending across various company sizes, verticals and countries. In spite of this, there still exists ambiguity about how these types of media-buying systems work. That, coupled with the instantaneous nature of real-time bidding decisions and the anonymity of websites on which media buyers bid to serve, has caused an industrywide call for transparency. There are many types of transparency that marketers and advertisers should seek on behalf of a brand, but one of the most important – audience insight – is often overlooked by industry pundits. Transparency, when used in reference to behavior, can be defined as operating in a way that actions are visible or communicated.

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.