Coldwell Banker's "programmatic content" strategy

This event report outlines how Coldwell Banker, the real-estate group, is seeking to develop a marketing strategy based around "programmatic content".

Coldwell Banker's strategic spin on "programmatic content"

Stephen WhitesideWarc

Coldwell Banker – a real-estate company with more than 3,000 offices in 49 countries – prides itself on an ability to match buyers with their dream home.

And David Marine, the organisation's vp/brand engagement, made an equally attractive pitch to his marketing colleagues at MediaPost's OMMA Programmatic TV & Video conference held during New York's Internet Week.

"What if I told you that you could know what media and what message was going to work better with that right audience before you spent a dime?" he asked. "That's what we...

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