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,...