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Has Programmatic Delivered on Its Original Promise?

When it first burst onto the market way back in 2006, programmatic was often touted as the answer to finally take digital marketers away from their one-size-fits-all approach. Digital advertising was a blunt instrument that needed to be more targeted, more relevant and much more efficient. Ten years on though, this original promise still hasn’t quite been realized. There’s certainly no call to be pessimistic about what’s been achieved over the last decade. Companies like Rubicon Project, AppNexus, MediaMath and others…