Now that we’re a few years out from the dawn of programmatic, it’s safe to say that the hype has died down considerably. But for many brands, targeted online advertising still constitutes a major part of their advertising arsenals and annual budgets. Communicus CEO Jeri Smith writes for MediaPost on why, in many cases, programmatic is not delivering on its promise – and how marketers can address the damage done to their brands and bottom lines.
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