‘Can it be done quickly?’: Publishers find speed essential as ad budgets pop up

Speed is of the essence when ad money appears. Publishers are finding that ad buyers are acting with increased urgency, as they move from set budgets to a more fluid approach in which available money can appear — and also disappear quickly. Spending three months talking about an idea has been shortened into weeks as agencies and advertisers have moved budgets into social and programmatic ads.   Publishers say that having more stakeholders on video calls makes decisions happen quicker. Publisher and agencies’ meetings with clients can often involve dozens of employees because clients have adopted the 360-degree marketing strategies that need collaboration across digital video, programmatic and paid social teams.   “‘Can we do programmatic and can it be done quickly?'” said the executive.

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