Nordstrom’s in-house programmatic play displaces agency model

Nordstrom, the US department store chain, has reaped benefits by handling programmatic advertising through an in-house function.

Michelle Alfano is charged with managing the in-house programmatic strategy for US department store chain Nordstrom.

Her role entails steering the luxury retailer’s automated ads across digital display, video and social media. One benefit of her team’s work reflects a core assumption associated with programmatic solutions and dispensing with agencies: r

Artificial intelligence (AI) is a powerful tool for the formulation of customized messaging – and can be balanced with “curated” collections of, say, top-tier clients.

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