How Target hit the programmatic bullseye

This event report addresses how Target, the retailer, is ensuring its programmatic advertising efforts meet the highest possible standards through creating a custom exchange meeting its specific needs.

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...

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