2018 is the year to realise the promises of effectively integrating data, tech and creativity to truly understand consumer journeys, and engage audiences in meaningful ways, that lead to tangible business outcomes.
2018 could also be the year that we see the term Programmatic becoming extinct. Fundamentally the walls between consumer touch points, media channels and their trading approaches will dissolve. The only variable would be whether a media investment decision has been taken on the basis of relevant data or not. Therefore, innovation in the programmatic space would ironically not only eliminate the word, but actually unify various components of data, platforms and creativity.