MCN’s programmatic push gains traction

By (incomplete) | 22 August 2014

The Multi Channel Network’s ambitious programmatic buying system, Landmark, is beginning to build traction with media agencies and major advertisers. 

“Networks are paranoid about the word programmatic,” MCN chief executive Anthony Fitzgerald said.

“You think you are giving away control by automating a process. I actually think we are getting control back and ensuring that campaigns deliver. Let’s be clear: our inventory isn’t spots. Our inventory is audience.”

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