Published November 2014
By Garett Sloane, Adweek
Exclusive exchanges reshaping programmatic
Google's Neal Mohan says he wants technology to disappear. Now, that could sound odd coming from the search company’s ad tech chief, but he has a point, and it’s one that Google makes all the time— technology should remain hidden and function behind the scenes.
That’s how Google is helping brands think about digital advertising as it tries to attract bigger budgets. Marketers have been reluctant to go full-on programmatic, the automated buying and selling of digital ads, because they want more control over the timing and pricing of their campaigns, and they want more freedom of creativity than the banner ad can provide.
Read the full article on Adweek.