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For the most part, advertisers agree that programmatic ad-serving and buying supports growth in online automation. However, industry agency experts believe the “emperor’s new clothes” need to button up processes to support a tighter fit.

James Harris, chief digital officer at media agency Carat Global, believes programmatic has been somewhat guilty of throwing ads at people and pushing the industry back to the days of the pop-up advertisements, when many predicted the end of online advertising.

“Programmatic sits at 1.0, which is about hitting people many times, because they’re in an audience pool,” Harris says. “Brands need to look for the signal from consumers telling them it’s the appropriate time to serve an ad.”

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