How Target hit the programmatic bullseye
Stephen WhitesideWarc
Target – an expert in understanding the purchasing habits of consumers – rapidly is changing the way it buys display advertising from the online publishers that compete fiercely for its dollars.
"If we take the core mobile display/desktop display world, today we're probably bumping up against 50% of that being purchased using a programmatic methodology," Patrick Reiter, the firm's group manager/digital, told delegates at MediaPost's OMMA Programmatic Display conference held during New York's Internet Week.
This quantitative metric represents one demonstration of programmatic progress. A potentially more important indicator on this...