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Pragmmatic is a game-changer. They provide MQLs early in the discovery phase, before other vendors enter the deal. This offers an opportunity for brand awareness across the buying team at key accounts when the signals are strongest—during first-party website visits. It's incredibly compelling, IMO.

When you look under the hood, Pragmmatic is doing something I've never seen internal marketing teams do with the same operational efficiencies or unit economics. Buyer-focused ABX teams should eat this up.