What, exactly, does "programmatic" mean?
In the Winterberry Group white paper titled "Programmatic Everywhere?" they asked panelists what "programmatic" meant to them. The majority associated programmatic with the terms "automation" and "real-time bidding [RTB]." However, the rest responded with words ranging from "premium" to "cheap" to "native advertising" -- clearly misunderstood and carelessly tossed around. To sharpen this point, the term "programmatic" comes through at least four times a day in my own emails from various trade publications. Programmatic. We’re inundated with it, and yet vendors and publishers use it differently. No, it’s not a bad word, but right now it’s hard to differentiate. It’s time we all got on the same page, so here are a few questions to ask:
Right now, efficiency and targeting capabilities drive programmatic buying, but this will evolve. It’s not about the data you have, but how you use it. With audience fragmentation, it’s getting more difficult to reach the right person at the right time with the right message. By diversifying the media and targeting capabilities, you can be not only more efficient with how and when you reach people, but also can incorporate first- and third-party data into a more holistic view to engage potential customers.
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As group director of marketing services for Nurun, Amy Manus is responsible for ensuring clients' interactive strategy and objectives translate into targeted, measurable, and successful digital media campaigns.
Amy leads and manages the media team at playing a key role researching and evaluating the digital media landscape, directing clients' innovation and emerging media strategies, inclusive of social media and mobile. She is instrumental in the Nurun's global advertising strategies and development, working with teams in Canada, Europe, and Asia.
Amy is a member of the Interactive Advertising Bureau and the Atlanta Interactive Marketing Association. A native of Cincinnati, Amy received her bachelor's degree in marketing and minor in speech and communications from Clemson University.
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