The Promise of Programmatic

The document discusses programmatic advertising and lessons learned from Vonage's experience. It states that programmatic allows advertisers to precisely buy only what they want with flexibility. However, growth in programmatic has also brought complexity and opacity. Key lessons include identifying focused teams, using first party data, testing that programmatic can drive mid and upper funnel metrics, investing time upfront in partner selection, being willing to use traditional "old school" methods, and ensuring creative quality for scale and efficiency. Programmatic inspires but also requires ad tech firms to understand advertisers' strategic needs.