The old phrase ‘Europe is like the US, but three to five years behind’. Where have we heard this before? It seems like every digital marketing generation needs to learn the same lesson over and over again. So here it is – Europe is different, and not a time delayed template copy of the US. The same lesson applies in programmatic and data activation in the media and advertising industry.
Programmatic media buys are increasingly part of every media plan, including premium campaigns....