The problem with programmatic … and finding the right digital tools

Combine a desired audience with a relatively low cost compared to other forms of marketing, and it’s easy to see the appeal of programmatic advertising, according to Colorado Press Association CEO Jerry Raehal. The theory makes sense to marketers.

But the theory is flawed. Programmatic has problems. Lots and lots of problems.

In this article, Raehal presents research about why newspaper websites have a strong argument against the use of programmatic.

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