#mediasnack

This week's #MediaSnack is all about data strategies, viewability, ad fraud and key client watch-outs when it comes to programmatic. David is joined by one of the most experienced people in ad:tech - Wayne Blodwell. For the last couple of years he led programmatic initiatives at Dentsu Aegis and GroupM in the UK but has now founded a consultancy offering programmatic advice to brands, agencies and media vendors.David and Wayne start with some context. Programmatic is now one of the fastest-growing disciplines in advertising. Brands are expected to spend almost $40bn on programmatic this year, with more half of all display transactions now conducted this way. Next, they look at how programmatic strategy differs from traditional marketing strategy, and Wayne identifies the key elements that make the former successful: data, segmentation, creative, activation and measurement. Wayne and David also discuss the vexed question of whether brands should take programmatic in-house. Earlier this year, ID Comms’ Global M