By Mohammed Ajawi, Managing Director of RAW
Dynamic, inventive, and ever-evolving – the communications industry has always been on the move. From the early 1800s to the current times, the processes, structures, and technical bedrock of its very foundation have been continually changing. Just when the world thinks the industry has seen the biggest disruption ever, a new technology evolves, and the seismic fluctuations lead to an unpredicted paradigm shift in the way this industry functions.
The most recent of these disruptions in modern-day communication ecosystems is the programmatic concept. Although not a new system, programmatic, till a couple of years ago, was a marketing tool t
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