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...