Data Ownership and an In-House Programmatic Buying Approach
Published on December 20, 2018
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The most sophisticated marketers know that in-housing programmatic buying isn’t really about programmatic buying at all. Rather, success across the programmatic channels stems from the data and insights that power these strategies.
So, we sat down with Michael Katz, CEO of leading customer data platform mParticle, and Ari Paparo, CEO of Beeswax, the programmatic buying platform of choice for marketers looking to in-house their programmatic buying, to discuss how brands can effectively access and activate insights from their first-party data to drive performance and unlock programmatic as a powerful revenue channel.