Article: Getting in Front of the Right Audience: Worthwhile—and Costly

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February 27, 2017 at 07:01AM

As programmatic and native advertising shake up the way brands buy ads, some publishers are going the extra mile to keep their platforms lucrative. Andrea Riley, CMO at Ally Financial, spoke with eMarketer’s Maria Minsker about how the bank is working with publishers to get in front of the right audience—but sometimes at a steep price.