Advertisers are increasingly seeking transparency in their programmatic operations, and from their programmatic partners. But Emma Newman, CRO EMEA at Pubmatic, observes that transparency means different things to different people; from how much a buyer is paying, to whether an ad is reaching the desired audience.
“If you choose a good partner from a programmatic perspective, they will understand what that means to that buyer,” says Newman. “And then provide the reporting to prove that what the buyer or the agency think they bought is actually what we are delivering for them.”
In this interview, Newman also discusses supply path optimisation, working media and incremental demand. Filmed at VideoWeek Roadmap 2024 in London.
