Meeting overview and presentations from WFA’s Media Forum on 24th February 2022.
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On the Agenda:
The programmatic supply chain: Improving the efficiency and effectiveness of your programmatic investments in 2022
Open-Web programmatic advertising vis-a-vis auction inventory has grown to $70B+ in 2021. And like any other advertising tactic, marketers need to ensure that their ad budgets are spent toward the best advertising outcomes. If one alternative is better than another, that's where the money tends to flow. While programmatic certainly has the potential to be a useful advertising tool, marketers know certain challenges stand in the way of it reaching its full potential. Innovation and experimentation is increasingly required to uncover that potential. In this session Ander Lopez (EMEA Head of Digital, Media & eCommerce Marketing at Johnson & Johnson) and guest: Tom Triscari (Programmatic Economist at Lemonade Projects) discussed some of the approaches J&J are using to innovate and improve the efficiency and effectiveness of their programmatic investments.