Maeve Hosea says, “Nic Travis, vice-president and head of digital marketing at credit card company MBNA, will speak at Marketing Week and Econsultancy’s Get With the Programmatic conference on 20 and 21 September.

We caught up with him to explore the latest trends in programmatic ad buying, and how he sees the discipline evolving.

How is programmatic allowing you to move forward with your advertising strategy?

Crucially, programmatic enables us to have more transparency.

Historically, we didn’t get a lot of information out of the media buys we were doing through large media agencies.

We weren’t aware of where the inventory was being served and therefore unable to learn about where customers were and what type of messaging and content they were interacting with”.

How ‘people-based marketing’ is redefining effectiveness in programmatic ad buying

Econsultancy

Sharing is caring