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Programmatic needs to deliver on its relevance promise (INMA - International Newsmedia Marketing Association)

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(Source: INMA - International Newsmedia Marketing Association) 30 November 2015 · By David Murphy Though there have been higher engagement rates for advertisements across all standard formats, response rates still hover around 1% as an industry standard. That won't cut it in this age of ad-blocking. Relevance is everything in advertising. If I'm interested in golf but not in tennis, then it doesn't take a rocket scientist to work out that I'm more likely to click on an advertisement for a golf holiday than I am for a tennis holiday. In essence, this is where the real appeal of programmatic advertising lies. In the programmatic world - or at least the real-time bidding, auction part of it -...

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