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Welcome to Programmatic Perspective, a regular series from Unruly's programmatic chief Paul Gubbins offering his take on the latest trends in the automated advertising space.

Paul has over 16 years experience in advertising with the last eight spent in programmatic, working for Reuters, The Daily Telegraph, City AM and several start-ups that successfully exited. He has also work with StrikeAd, AdBrain and has held a number of senior positions at programmatic companies such as The Rubicon Project, PubMatic & Oath. Shortlisted by the drum in 2017 as one of the most influential people in the digital advertising sector. He sits on the Captify advisory board, is a mentor at the Programmatic Advisory and currently resides at News U.K.-owned video AdTech company Unruly.