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Programmatic tech failing on many levels, ML is predictable answer

Programmatic advertising has long promised a revolution, yet riches remain out of reach for the majority of the industry – as executives continue to bemoan the technology’s claims to eliminate most of the manual work involved in the buying process. Two-thirds of senior executives at ad tech companies, agencies, advertisers and publishers believe that the future of programmatic advertising is automation, yet three-quarters believe the technology is not capable of delivering on promises today. These findings come from marketing communications trade organization 4A and ad tech vendor Centro, which have teamed up to produce an intriguing report, titled The Future of Programmatic and Automation, based on the opinions of the very companies using programmatic platforms. Disappointment in programmatic systems largely…

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