Introducing Wayfair, the all-programmatic-all-the-time marketer

Geoffrey Precourt

This event report outlines how Wayfair, the ecommerce retailer, is tapping programmatic advertising to drive its activity from media buying to creative optimisation.

Introducing Wayfair, the all-programmatic-all-the-time marketer

Geoffrey PrecourtWarc

"The internet is moving away from a destination to a gateway," insists Michele Weber, SVP/Marketing at AppNexus.

Weber described AppNexus as "an internet technology company that enables and optimizes the real-time purchase and sale of digital advertising through platform-transparent media-buying practices for video, display, mobile and native."

At least that's the starting point. A new "hyper-connected consumer" and steady waves of "cognizant technologies" allow AppNexus – and its clients – to more fully understand, and engage with, shoppers.

Or, as Weber told delegates at the Association of National Advertisers' (ANA) 2016 Masters...

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