Adnan Abbas

Associate Director at PHD

When I was first introduced to programmatic, I understood it to be a way to buy the same direct IO (single-echelon inventory optimization) inventory but cheaper, in addition to giving the marketeer more control with the technology. In its infancy, there was a lack of understanding of the infrastructure, advanced targeting, optimization and measurement programmatic offered. Over time, with education and hands-on experience, I’ve managed to provide better-tailored media solutions, with the insights garnered from programmatic, to drive efficiency and deliver optimal results for my clients.