On an encouraging note, both advertisers and agencies said more needs to be done to improve transparency.
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Conference Speakers Disagree Over Programmatic Cures
At the recent Digiday Programmatic Marketing Summit Europe in Estoril, Portugal, advertisers maintained that agencies need to provide more guidance on campaigns to improve programmatic transparency. Meanwhile, agencies said advertisers need to develop a better understanding of how the technology works. So reports Digiday.