Rubicon also hopes to entice existing clients to invest more in automation, a concept that goes beyond advertising and extends to packaging, workflow, insights and execution, Chandler added. In leading with the concept of automation, Chandler hopes to avoid Buyer Cloud being pigeonholed as a programmatic solution, which is often perceived as only a line item instead of a strategy.
“The past decade and a half the core of what I’ve been doing is working with brands directly and agencies,” Chandler said. “It’s connecting Madison Avenue with the technology and making it translatable to their goals.”
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