Brand data fuels programmatic

This article explains how, as programmatic is taking an increasingly large share of digital budgets, brand data needs to play a key role in both targeting and creative development.

Brand data fuels programmatic

John SvendsenMillward Brown

With programmatic taking an ever-greater share of digital budgets, advertisers need to be aware that the lack of brand data in the automated systems that increasingly determine where and when messages appear is a critical gap.

Programmatic advertising

This article is part of a collection of articles on programmatic advertising. Read more.

Retargeting and short-term behavioural responses are key measures of advertising success in the programmatic paradigm. However, such an approach ignores many of the brand learnings that are critical for consumer engagement, such as social setting, moods and emotions...

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