Programmatic: Lessons from Black Friday

Matt Tanner

This article argues that UK retailers can improve relevance and increase returns for the 'Black Friday' sales event by using data generated in the previous year.

Programmatic: Lessons from Black Friday

Matt TannerPRGRMTK

Instead of just fuelling impulse purchasing, Black Friday could be an ideal platform for using effective customer modelling to increase the impact of targeted programmatic advertising and engage more meaningfully with customers and prospects.

Bombarded' doesn't even begin to describe the advertising experience for today's consumers, as brands relentlessly deliver messages to them across multiple devices. It's worse still during specific events, when messaging becomes increasingly frenzied and invasive. It was one thing when we just had Christmas, Easter and Valentine's Day to contend with. Nowadays we have new additions such as...

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