Since the promise of programmatic has increased efficiencies through automation, does the cost of intermediaries (trading desk costs, ad. verification, data costs and exchange fees) translate into an equivalent or increased value for the marketer? Should the intermediaries be more transparent about their costs or should the end campaign result be the only metric their efforts are measured upon?
Dr Nico Neumann, Senior Research Analyst, University of South Australia
John Miskelly, Chief Digital Officer, GroupM
Dylan McBride, Commercial Director, AppNexus
Matt Bruce, GM, Adobe Media Optimizer, APAC, Adobe