“We’ve been doing it [programmatic] forever.” As one of the biggest advertisers in the US, Target has focused heavily on investing internally in programmatic over the last seven to eight years.
In this episode of Digiday Live, Target’s vp of digital media and search Brent Rosso describes its strategy and resulting successes, plus a look at its new program, Target Guest Access.
As the go-between with publishers and brands, agencies carry a heavy load when it comes to media buying. They answer to stakeholders who demand low CPMs, traffic and results. In this episode of Digiday Live, Razorfish’s senior media director Amy Manus shares how the agency manages this complicated process.
“If you haven’t gotten around to fixing something yet, bringing something in-house is not that fix.” So says Gosha Khuchua, Ticketmaster’s senior director of digital and programmatic media, on this episode of Digiday Live, recorded at the Digiday Programmatic Summit.
The decision to take programmatic in-house involves the initial cost of investment with the benefits of gaining control and transparency in media buying. In this episode, Khuchua shares what online purchasing platform Ticketmaster has learned about itself when it took on the task of moving programmatic inside the organization.
When you’re a brand, working with agency and publisher partners can get complicated. There are often things left unsaid, details omitted and procedures skipped.
In this episode of Digiday Live, Lenovo’s global digital marketing director Gary Milner shares some stories from the programmatic front lines: “Be relentless in the pursuit of excellence.”