How ShopDirect used programmatic to acquire customers
Brian CarruthersWarc
Programmatic is about targeting fish in a barrel, according to Amit Kotecha of Quantcast. But brand advertising is about looking beyond the barrel to find new fish, something online retailer ShopDirect is achieving through innovative use of programmatic.
At the IAB Real Time Advertising Conference, held in London in March 2016, Kotecha suggested that programmatic has been focused on the bottom of the purchase funnel but that it is now possible to deliver a good brand campaign online. Programmatic relies heavily on the use of data for retargeting purposes, but...