AOL ties its products and future to programmatic marketing

Geoffrey Precourt

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, as online ad networks seemingly matched messages arbitrarily with clusters of web users. But, as the interactive ecosystem has become more mature and sophisticated, so programmatic marketing, buying and selling has grown into one of the principal drivers of all kinds of digital commerce.