Stop thinking that programmatic is the future of online advertising

Many say that programmatic reached a tipping point in 2015, because for the first time last year, programmatic transactions surpassed non-search digital ad spending. That's an important milestone, but there's still a big gap for marketers who want to automate the ad buying process. The customer journey -- especially for considered purchases -- rarely happens entirely online. Our purchasing habits are not only becoming more digital -- they are becoming more omnichannel. Take the example of buying insurance.