Programmatic Has a Ways to Go to Live Up to Its Potential

4A's and The 614 Group co-author a report on ad tech

The 4A's co-released a report called
The 4A's co-released a report called "The Future of Programmatic and Automation." 4A's, Getty Images

Programmatic media buying is here to stay, but it will take time, and further investments, before it reaches its full potential, according to a new study by the 4A’s and The 614 Group.

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@ErikDOster Erik Oster is an agencies reporter for Adweek.