Using programmatic for branding

Since the advent of programmatic buying in 2007 and real- time bidding in 2009, advertisers and buyers have looked for ways to marry programmatic solutions with branding campaigns.

In this paper, you will learn:

How the programmatic marketplace has changed over the past five years, including:

• How buying technology has changed
• How advertisers have more control than ever over environments
• How inventory sources have changed
• How branding-focused advertisers can use improvements in technology, data, and targeting to create successful branding campaigns in the programmatic space

How branding advertisers can leverage programmatic to solve some of the challenges of both traditional and digital campaigns, such as brand safety and frequency

How MiQ has helped advertisers solve these problems through products and services designed to go beyond simple direct response metrics of success