How programmatic and 'always on' strategies can improve performance

This article provides a simplified guide to programmatic buying, arguing that it is important for more marketers to understand this important technology and move marketing strategies to 'always on' to make the most of it.

How programmatic and 'always on' strategies can improve performance

Tom BarkerMediaCom

Programmatic is a bit scary, for many of us. Each day I watch colleagues screw up their faces as they struggle to understand overly complicated articles on biddable media and 'big data'.

Our clients – the big brands – are asking pointy, jagged questions. They ask about how their business is changing, about how investment in media and data will start to shape their decisions and, ultimately, how programmatic will help them sell more product, cheaper.

Programmatic is a bit of a 'black box' for a reason....

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