Seize the moment: Using programmatic technology to market in the moment

This article advises brands on recent advances in programmatic technology, arguing that the targeting opportunities the new tech offers should not be ignored.

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...

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