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Programmatic has remained one of the hottest trends in digital advertising over the past five years, but the increased spending and popularity haven’t come without difficulty or controversy. The latest struggle is on the agency side, where many shops are sprinting to keep up with client demand, trying to integrate programmatic ad buying across their organization.
Image is everything in advertising — and that might be even more true for digital, where it’s almost too easy for consumers’ eyes to skim past ads. Believe it or not, image is also important to the software necessary for serving those ads, as failing to meet certain creative standards may actually prevent ads from ever reaching a consumer.
Most SMB advertisers won’t be immediately leveraging the technology unveiled recently at CES in Las Vegas, but that doesn’t mean they can’t tap into the excitement that the show generates with consumers and businesses alike. CES is no longer simply a show about TVs, cars and cell phone cases — it now represents the best of what humanity can really do when focused on collaboration and innovation.
At this moment, the advertising opportunities for small and midsize businesses (SMB) are simultaneously more wide-open and more complicated than ever before. The Internet allows SMBs to go head-to-head with major national advertisers to find consumers, while new technology like mobile devices and tablets offer even more potential consumer touch points.