Media Planning Toolkit: Programmatic planning
Tony ReganBrand Performance
Programmatic allows planners to connect people's data on multiple devices to generate audience insight, thus empowering brands to become more sophisticated storytellers by delivering individual users seamless brand narratives where the message and creative are crafted to the environment.
While 'programmatic' increasingly dominates how online advertising is bought and sold around the world, it's now also becoming a crucial tool for generating insight and developing strategy in highly evolved communications planning.
Programmatic and the development of data management platforms (DMPs) allow planners to connect data about people's behaviour on multiple devices...