Explain that with so many customers now using several devices, the journey is complex. Programmatic finds insights from your data for you, so you’ll be able to save on resources.
Focus on getting direct buying and real-time bidding right. It will seem expensive at first, but you’ll be able to save money by delivering one message throughout the entire journey.
Insist that all of your competitors are using it, so you have to stay relevant. You’ll be able to keep your last-click attribution method because regardless of technology, it’s still the final conversion that truly counts.
Tell them that after the initial investment and training, the efficiencies and return on investment would be worth the effort. There’s no better way to personalize and scale.