Creative Agencies Don’t Find Programmatic Sexy Yet, But Will in Time

Perhaps one of the greatest barriers to the growth of programmatic trading has been the industry’s use of the word ‘programmatic’ to describe itself. While it get full marks for accuracy, ‘programmatic’ also tends to make everything sound more difficult than it really is for the end user, not to mention the fact that it spooks agencies, publishers, brands and creative agencies. Here Bill Day, CEO at Tremor Video, explains how progress on programmatic ad tech could be sped up the industry packaged it differently.