Programmatic advertising, with its ability to target users with known behaviors, is rightly heralded as a dramatic improvement on the old spray and pray of display advertising. But its implementation requires a healthy tech stack and marketing strategy. Last-click attribution is insufficient in showing the true value of programmatic advertising to marketing as a whole.
Programmatic marketing has gained serious traction in the past few years. Naturally, this means the problems that come with it have advanced too.
Take a glance at the top challenges that face companies regarding programmatic advertising: