by Cate Cross
world is moving fast, driven by trends like real-time native programmatic advertising, header bidding, and changes to the tech and marketing ecosystem. The advent of real-time native programmatic advertising is forcing agencies and marketers to reconsider investments in technology – and adapt to the demands of speed, scale and accuracy in their ad buying processes.
Capturing and using data throughout the ad buying and delivery process is key to success. Understanding spend pacing and buying insights in real-time can enable ad-tech companies to react at the speed of an ad-tech data interaction – less than 200 milliseconds.