In 2017 we predicted that automation and artificial intelligence (AI) would impact the programmatic space much faster than they did, and drive radical efficiencies along the way. Nevertheless, over the course of the year, automation did push efficiency boundaries and, as a result, is now revealing niche areas that are leading to a more streamlined industry. And as the programmatic space continues to command an increase in ad spend year-on-year, simplifying the architecture that it’s built on will be welcomed with open arms by display advertisers.
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