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Pubmatic understood that the world of programmatic was not well understood by many C-suite executives. So we leaned into this uncomfortable truth.

We let leadership know that no one understands this stuff to get their attention. Then, simply and succinctly explained why they should care. 

Which became an entry point for discussions at a leadership level and resulted into a dramatic reduction in sales resistance. Which, in turn, led to rapid 10x growth that speaks for itself.