"We decided we're better off going to the market in a unified, cohesive manner to bring more scale, uniformity and simplicity to the programmatic buying marketplace," said Partilla.
"Programmatic is a different animal in that there's not as much interaction - a lot is done through the DSPs and SSPs - and we realized we're stronger together than separate," added Michael Sakin.
#cinema-advertising #programmatic-advertising #industry-collaboration #post-pandemic-growth #digital-marketing
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