Most digital marketers are often categorizing their advertising as either branding or performance, with siloed strategies and objectives. As programmatic advertising has driven home the ‘right ad, to the right person, at the right time’ phrase over the last several years, the application of that mantra to creative has been slow.

 

Our CEO Giles Goodwin spoke to ExchangeWire about how marketing shouldn’t be viewed separately as branding or performance; rather that we leverage existing capabilities to achieve both.


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