The New Media Imperative

Exhausting discussions on Programmatic stepwise come to an end: due to its efficiency, all channels (also TV) will be managed programmatically. The boosting Retail Media market offers new options for advertisers directly at the point of purchase in the customer sales cycle. Yet, some conceptional issues must be solved in Retail Media, such as the value and contribution for the upper funnel (awareness), the danger for bidding programmatically against oneself, and the provisioning of sufficient reach. While the media market is extremely stable even in turbulent economical phases, so is ad fraud. But … solutions are available for the monitoring of Ad Management, it only requires efforts, know-how, … and time.