I had the pleasure of sitting on a panel on programmatic buying for DFWIMA (Dallas/Fort Worth Interactive Marketing Association) and there were some themes that came up multiple times in the discussion. Transparency was the clear leader, with upwards of 30 mentions. Goals and objectives were in second place. Then, the theme of creating a competitive advantage rounded out the key takeaways. These themes lend themselves well to what we at PMG feel are the 3 things that an advertiser should care about in programmatic buying. Advertisers should be grading their programmatic partners against these standards, whether those partners are technology providers, agencies, or their in-house team. Get your pencils ready to grade. And away we go!