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RESEARCH, ANALYSIS & TRENDS

Done right, programmatic marketing is

above all one thing - precise

The term "programmatic marketing " was coined However, ‘real-time bidding' (RTB) can only be taken
around 5 years ago and behind it is an extremely cus- over by machines and properly done programmatic
tomer-oriented, automated form of marketing with a marketing is above all one thing - precise. By address-
direct approach. Looking at the customer as an individ- ing the customers to the point, advertising can no long-
ual is part of the future-proofed concept of addressing er be perceived as obtrusive. Eventually, the intentions
individuals directly and purposefully, which makes pro- and interests of the user are already disclosed. What
grammatic marketing cost-efficient as there is no waste follows is not an inapt advertising, but an added value,
coverage. A marketer must intervene only when creat- comprising of all kinds of content. It could be an offer
ing and evaluating the campaign. that exactly meets the customer's request or the an-
swer to a question that the user might have asked a
Programmatic marketing aims at the interests of indi- second ago. For being able to do all that, programmatic
viduals, recognizes the intention of the user and dis- marketing requires that all necessary data is available,
plays appropriate content, which does not necessarily which explains on the other hand why programmatic
seem like advertising. In fact, from a certain campaign marketing worries data protectionists and cookie objec-
size onwards, automation is inevitable and the playout tors.
is generally not planned but in real time. Nevertheless,
the marketer isn’t made redundant because of a ma- An example can illustrate this very clearly: A customer
chine, since success depends mainly on a well-planned is looking for a specific model of a high-priced head-
campaign and the evaluation and interpretation of the phone on an online shop for electronics. He found it by
results for future projects must still be done by human researching exactly for this model in the internal
hands. search, lingered on the page for several minutes - pos-

4 October 2017 - Programmatic & Native Advertising