Bringing Programmatic To Local Media

PALM SPRINGS, Calif —  To date, the biggest beneficiaries of programmatic digital ad buying have been the larger ad buyers, those which are buying at such scale that every efficiency adds up to a big gain.

But an emerging school of thought has it that the next wave of digital ad targeting growth won’t come from national brands, it will come from the grassroots.

Could local advertisers benefit to the same tune, and does the local ad market add up to a market worth much to programmatic...

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