RITU GUPTA

Impact - - FEATURE -

Di­rec­tor-Mar­ket­ing, Con­sumer and Small Busi­ness, Dell In­dia

Programmatic is clearly the way for­ward in terms of digital ad­ver­tis­ing. Any brand in­vest­ing in digital can­not af­ford to not in­vest in programmatic. We are spend­ing be­tween 15-20% on programmatic cur­rently and it will only in­crease. We are prob­a­bly one of the brands

lead­ing the programmatic dis­cus­sion in the coun­try. The chal­lenges lie in terms of the systems and pro­cesses, the un­der­stand­ing, peo­ple and tools avail­able to help take the right de­ci­sions. You also need to make sure that you are look­ing at

gen­uine clicks.

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