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Though programmatic advertising has risen rapidly through the digital media ranks over the past five years, its trajectory hasn’t been quite so explosive in healthcare. That’s largely because of healthcare’s risk aversion, along with the (misguided) assumption that programmatic won’t work in this vertical.
The reality is the exact opposite — programmatic doesn’t just work in healthcare, it makes perfect sense for it. Our GVP of Programmatic, Brad Rosenhouse, expands on this argument in this month’s digital edition of PM360.
Read Brad’s full article here.