Seize the moment: Using programmatic technology to market in the moment
Rhonda Shantz
Driven by the need to make digital marketing more accurate and measurable, incremental advancements have taken the industry – at a dizzying speed – from the first online ad in 1996 to the launch of ad exchanges in 2005 to the advent of demand-side platforms (DSPs) in 2007. The programmatic technology powering these DSPs wasn't perfect, but its results were enough to make it indispensable and set a new course for the industry. In that time, marketers' outlook on digital has evolved from skepticism to cautious optimism...