Still Targeting Devices Rather than Users? Why that Is Problematic for Programmatic - eMarketer

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eMarketer Interview

Still Targeting Devices Rather than Users? Why that Is Problematic for Programmatic

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An interview with

Marc Grabowski

Executive Vice President, Global Supply and Business Development, Criteo

Topics: Advertising

Interview summary

Marc Grabowski, executive vice president of global supply and business development at ad retargeting firm Criteo, spoke with eMarketer’s Lauren Fisher about the importance of taking a user-centric view when buying programmatically and shared his observations on the latest trends in header bidding.

Interview

eMarketer: What are some of the big trends you are seeing unfold in the programmatic space today?

Marc Grabowski: We’re seeing a number of things, but the first is mobile cross-device or omnichannel. We’ve obviously been seeing this area unfold for years, with revenues and purchase behavior moving over from desktop to mobile and tablets. We are continuing to see that in 2017.