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Programmatic ad buying: let the technology choose
As companies cut spending on traditional advertising in a Covid-hit marketplace, expect to see a surge in the use of software to buy digital advertising. But there are concerns about its effectiveness and about the possibility of fraud
21 January 2021 - 05:00
Programmatic ad buying — the use of software to buy digital advertising — is set to accelerate exponentially in the local market this year. This is driven in part by the growth of online commerce and media consumption as SA approaches having been under pandemic lockdown for a year.
"Covid-19 has created immense constraints on consumer demand and, in response, brands will be looking to get more value for a far reduced spend," Brave Group chief future officer Musa Kalenga tells the FM. "This is where programmatic [buying] can be advantageous, as it is all about improving cost and resource efficiency."..
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