ISBA Programmatic Supply Chain Transparency Study

we write, the big tension in digital advertising is between programmatic and native advertising, which is in part a conversation about speed.

There’s a huge fragmentation of customer data and marketing content across disparate systems and, too often, no unified view of the company’s inventory, let alone its customers. This needs to be rethought.

Sales was nervous that this idea of a self‐service advertising platform would diminish the value of what the sales team was trying to sell (known as cannibalization).