Is programmatic advertising more valuable than direct deals? Not exactly. The real value depends on what the advertiser is trying to achieve.
At Marketecture Live III, Ari Paparo from Marketecture Media, with Bill Murray, Head of Growth and Performance at Warner Bros Discovery, breaks down why inventory isn’t judged by transaction type and what truly drives advertising value today.
Listen and watch the full episode here: https://news.marketecture.tv/p/the-parallel-infrastructure-why-premium-ctv-publishers-are-building-outside-the-programmatic-stack
