AOL ties its products and future to programmatic marketing

This report looks at AOL’s use of “programmatic marketing” (or just “programmatic”), defined as the use of algorithms to automatically deliver targeted messages to consumers in real time as they interact with brands across a variety of digital touchpoints.

AOL ties its products and future to programmatic marketing

Geoffrey PrecourtWarc

Programmatic marketing uses algorithms to automatically deliver targeted messages to consumers in real time as they interact with brands across a variety of digital touchpoints. As each customer engagement takes place - on a variety of devices at a variety of times - useful data are generated. And, with each expression of interest, the delivery becomes more refined and the communications more tightly-attuned to an individual's preferences.

In its earlier, primitive form - two or three years ago - programmatic marketing was the subject of fierce debate,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands