What it means in terms of changing consumer behaviour, changing advertiser benchmarks and media owner and adtech preparedness.
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The service aims to give advertisers independent and continuous audience measurement of campaigns bought through Microsoft Advertising platforms in the UK and Germany.
Buyers and advertisers need to proactively close the information gap in programmatic advertising so they can take action and improve performance.
The benefits of programmatic digital out-of-home are ripe for the taking for those with the right strategy.