The next battle in the programmatic wars: direct response vs. brand advertising

By John Snyder, CEO, Grapeshot Previously in this space I introduced the notion of the “perfect impression,” as coined by Harry Kargman, CEO of Kargo, and jointly developed by MOAT CEO Jonah Goodhart and yours truly over cocktails at the recent Cannes Lions festival. The basic notion was that in a programmatic media environment, we couldn’t simply rely on the latest data-drive ...Read the full article