Very interesting article today from Brian Morrissey at Digiday, channeling Jeff Levick of AOL.
As Brian put it:
“The truth of the matter is much of the machinery of the programmatic buying landscape, captured in the Luma Partners slide, is dedicated to non-guaranteed inventory used for direct response advertising. Where’s the Luma slide for guaranteed ad space for brands?”
Now, that’s a great question and Jeff has obviously done some great thinking on the matter.
After you give the article a read, check out our results in connecting online ads to offline sales here.