For brands seeking to engage consumers with more personalised experiences, programmatic advertising can be an effective tool in their arsenals. Done well, it can build brand awareness and increase conversions. But programmatic has its pitfalls too. Without due care it can compromise brand safety and leave consumers frustrated as they’re followed around the internet by the same ad.
To find out how brands can use it to their benefit, we sit down with Angela Pellaupessy, Benelux Country Manager at Improve Digital. From the agency’s Amsterdam offices, she demystifies digital advertising, and explains what makes for an effective programmatic strategy.