If you haven't dabbled in the word of programmatic then you should, before criticising it, says Lenovo's head of digital APAC, Danielle Uskovic.
Speaking at Ashton Media Programmatic Summit in Sydney, on the subject of Dispelling The Myths of Programmatic, Uskovic said "there are a lot of clickbait individuals out there," who are quick to beat up the use and benefits of programmatic.
Uskovic was responding to a question about Mark Ritson, who is vocal about his views on the over-reliance on digital and programmatic.
"I think we need to stop listening to the negative naysayers and commentators that want to take down the programmatic industry," Uskovic said.
"They have to do what they do for a living, but it doesn't do our industry any good.
"I am quite passionate about our industry, digital and the innovation that is happening and I think there needs to be more positive stories out there."
Uskovic agreed that while there are issues with bringing programmatic in-house and complications around programmatic, it has only been around for 10 years and is "getting better and better".
"What I say about anybody that is a commentator and a negative naysayer is have they actually done it themselves? And if they haven't then why are we listening to them?
"It's a great industry and it's the future. I honestly believe that everything is going to be delivered programmatically. It's going to be digitized and it's going to happen."
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