Marketers should not fear programmatic advertising

Shazam's chief revenue officer has called for marketers to overcome their fears and to become better educated about programmatic advertising, saying that it has changed significantly in the past year and a half. He considers that programmatic advertising is a data-driven, easy and efficient way to reach specific audiences.

The growth of programmatic advertising has not been recpiracated in terms of widespread understanding according to many sources in the industry. Many marketers are still afraid of what they don’t totally understand, a problem that needs to be overcome says Shazam’s chief revenue officer, Greg Glenday.

Speaking to The Drum, and echoing the thoughts of Michelle Zitz, The Economist Group’s programmatic director who also highlight the ‘fear’ of marketers around the subject of programmatic, Glenday encouraged an improvement in education of the advertising platform in order to increase adoption.