Netflix's programmatic defence balances man and machine
Stephen WhitesideWarc
It is no surprise that Netflix – the online video platform that uses algorithms to provide customers with tailored content recommendations – is an enthusiastic advocate of programmatic advertising.
But just as any hit movie or TV show depends upon human insight and understanding to make a lasting impression, so the company has ensured that the personal touch retains a key role within its automated marketing script.
"We are moving to programmatic, in part, because it is so efficient. We can be more individualised in the kind of marketing that...