American Express sees 100% programmatic as aspirational goal

American Express has sent an RFP to major advertising technology providers, seeking help for its plan "to transform [its] Display Media Channel to become 100% programmatic." American Express spent $128.5 million on digital display ads last year, according to Ad Age. "It's more of a theoretical strategic thought" -- the company is likely to never go 100% programmatic, said Jill Toscano, vice president of U.S. media.

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