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Jed Lambert is a featured contributor to Programmatic Advertising: A Modern Marketer's Definitive Guide report.

Here's the complete contribution:

While the industry as a whole has been for years now predicting the death of the standard mobile display banner, I don't see it going anywhere soon. There is too much ease and scale wrapped up in those units.

However one area where I'd expect to see some evolution is in full screen and interactive display units - e.g., rich media and playables. We know budgets for these units have grown nearly 50 percent in the past year, and usage has also grown by 61 percent in that time. In terms of programmatic in general, a lot of what we're hearing over the past 12 months is on the one hand about transparency, brand safety, and fraud. On the

In terms of programmatic in general, a lot of what we're hearing over the past 12 months is on the one hand about transparency, brand safety, and fraud. On the other, it's first price and header bidding. All these point to the great promise of automation, particularly in mobile - delivering the right ad, at the right price, to the right person, at the right time.

In other words, programmatic will be more about outcomes as opposed to simply audience and scale.


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