The future of programmatic: 2017 and beyond

There are still big questions to be answered about media agency practices, transparency and effectiveness. All the while, adtech technology and data management becomes more sophisticated. So, what does 2017 and beyond have in store? If we've learned anything over the last several years in programmatic it's that--in a world of commoditized inventory and 3rd party data--getting a programmatic edge requires diving deep into the data for insights. That means being better than your competitors at knowing where and how much to bid, which correlates directly with an organization's skill at data science.