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.
As senior media director for the Razorfish Atlanta office, Amy brings more than 15 years of media expertise that spans across both traditional and digital media. Often noted for her passion of media and dedication to finding the right solution, Amy ensures clients business objectives translate into targeted, measurable, and successful initiatives. Although her skill set is vast, her greatest expertise centers in the worlds of media research, strategic media planning, interactive planning and buying, social media, analytics, and search engine marketing. Amy has worked with world-class organizations such as AT&T, The Coca-Cola Company, Pleasant Holidays, Clarins, Disney, Equifax, and Loews Hotels to name a few. Aside from her work at the agency, Amy has been a regular columnist for ClickZ's "Data Driven Marketing" vertical for the past five years and has been a contributor to notable industry media including Adotas, Media Post, The New York Times Online, and the IAB. Amy holds a double major in Marketing and Speech and Communications from Clemson University.
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December 2, 2015
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