Programmatic technology is still largely a mystery to many marketers. Considered the Holy Grail by some, and Pandora’s Box by others, one thing is clear: it has completely transformed the way advertisers reach consumers through digital media.
The ANA Marketing Futures Podcast set out to shed some light on the subject with our very special guest Matt Sweeney, CEO of Xaxis, the largest programmatic platform on the planet. Sweeney pulled back the curtain to reveal how Xaxis approaches issues like brand safety, visibility, and bot fraud. He also discussed how everyone in the digital supply chain—from agencies, to brands, to platforms like Xaxis—can be better partners in shaping the Future of Programmatic.