A: There’s no one path. The path a company takes to programmatic advertising depends on a couple of factors, one of which is in-house expertise. Programmatic advertising solves for the automation of buying advertising, but it also comes with the complexity of using software to do so. Companies need to have or acquire some knowledge and some level of expertise to make the best of the move to programmatic advertising. They should think about the right set up in house, like the types of competencies they need to bring in so they can make the best decisions about defining project milestones as they shift away from a more traditional process of buying advertising.
It's also important for brands to take more control of their advertising spend and moving into programmatic advertising is a way to do that. Companies need to understand the realities of the market, how to reach their audience and what limitations exist. An important thing to remember is that brands can’t make the shift completely in a day, so they should start small, taking one step at a time. Start by trying to bring some competency in house and partner with the right agencies and vendors to form the right project plan for the company.