TORONTO – During the pandemic, many advertisers are slashing spending. One principal reason is the lack of appropriate advertising. Responding quickly, agencies are creating new executions.
As a result, buying should come back in several categories in May and June, predicts Andrew Casale, President & CEO of Index Exchange, one of the largest independent programmatic adverting players.
Getting the right creative will be key in assuring the viability of the programmatic ecosystem and ad-supported media, notably news sites which are under pressure due to keyword blocking over COVID-19 and a general pullback in spending.
We interview Casale remotely in his home in Toronto.