How Programmatic Media Buying is Leveling the Playing Field for Smaller Retail Media Networks
Retail TouchPoints
NOVEMBER 20, 2024
It’s hard to find a topic that all marketers agree on, but if there is one, it’s likely that programmatic ad buying continues to be a dominant channel for advertisers looking to scale. In fact, it will make up the vast majority — over 91% — of the current U.S. digital advertising spend in 2024, according to eMarketer. With programmatic spend increasing and the platforms themselves launching more advanced services for advertisers of all sizes, there has never been a better opportunity for smalle
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