During the pandemic, consumers leaned into a lot of digital media. Advertisers took advantage and employed automation wherever they could. Digital video performed incredibly well, while the strength of social media advertising meant that programmatic direct’s influence was keenly felt. Outside of social media, open exchanges came under pressure, with 2020 ad spending in public auctions falling 2.4% as advertisers sought greater control and certainty through programmatic direct and private marketplace (PMP) buys.
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