Joe Kowan, EVP of Strategy and Product at Media iQ shares his view on the shift toward direct programmatic
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“The new numbers from eMarketer come at a seemingly apropos time, with YouTube’s troubles with advertisers like AT&T, Verizon and Johnson & Johnson pulling their ads from the platform because of its sometimes racist, sexist, homophobic and extremist videos. Because of that particular brouhaha, the pendulum is swinging toward direct faster than before,“ suggested Joe Kowan, evp of strategy and product at Media iQ.
“Quality issues, as you’ve seen brought to surface recently, we feel have simply expedited that evolution,” Kowan said.