Welcome to episode 23 of Growing Ecommerce. In this episode, Mike is joined by his colleague from smec, Markus Harant. He is an online marketing expert who leads the Programmatic Advertising and Analytics team. Markus talks us through the technology behind programmatic, ecommerce use cases, how to view these campaigns, and What's going on with the dichotomy between brand and performance? If you wish to read about Programmatic Advertising instead of listening about it - have a look at the Programmatic Advertising ebook. And news of Microsoft and Xander winning Netflix's ad business Technology behind Programmatic and its adoption? Top or bottom of the funnel? Programmatic Performance and how to measure it.  - 9:21Programmatic Advertising budget: machine learning capabilities, cost, and value.  - 18:00Microsoft to power Netflix’s advertising. What to expect?  - 31:18