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The path to a hybrid model in programmatics

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The path to a hybrid model in programmatics

Data-driven marketing is the ability of marketing managers to make the best decisions with high frequency through the intelligent and integrated use of data in all levers of action information numbers list.
Digitization has accelerated the reinvention process that brands currently experience and, therefore, marketers have had to follow Darwin’s theory in order to survive. Programmatic in Spain is a promising market, despite an investment lower (25%) than the European average (65% according to IAB). According to a BCG study, only 2% of advertisers have integrated a truly data-driven model, which is a sign of advanced maturity. Where is the challenge? In getting the remaining 98% to strive to achieve this type of model, building its own integrated programmatic value chain that is ‘data-driven’.

According to an IAB study, in the US, 65% of marketers have taken control of the programmatic and most rely on a hybrid model: experts accompany advertisers in an intelligent, beneficial and functional way. In Spain it is early, but it is certain that this hybrid change is going to take place, so that only specific activities are internalized, and the ‘consulting’ expertise and technology of external providers are counted on. Gulf Phone Number List

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