Originally published on The CMO Site – January 4, 2013
Significant advancements in real-time buying technologies and big-data management are coalescing into a single, well-integrated technology stack. It’s fair to say, in fact, that we’re at the dawn of a marketing revolution that will significantly transform the way advertising and strategic marketing decisions get made.
What is programmatic buying? Simply put, it enables marketers to select inventory for all their digital campaigns one impression at a time, based on very specific criteria: the user behind the impression, context, the creative most likely to drive a desired behavior or outcome, and more. Nothing is random anymore; all decisions are made with precision.
For more on the data revolution, see the full article on The CMO Site!