The brave new world of programmatic consumption

In this editorial Judie Lannon introduces the Q4 2016 issue of Market Leader, in which the lead article examines the radical concept of programmatic consumption.

The brave new world of programmatic consumption

Judie Lannon

We have become familiar with the term 'programmatic', referring to algorithm-determined media planning. But the lead article in this issue introduces an even more radical concept: programmatic consumption. J Walker Smith uses the economic language of cost–benefit analysis to ingeniously describe the dramatic changes algorithms are making. The benefits of consumption are obvious, but engaging with marketing, shopping, choosing and buying are all costs to the consumer, largely unacknowledged by marketers. As the algorithms derived from big data increasingly make shopping easier and frictionless, consumer behaviour is changing, presenting a problem...

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