Programmatic ad buying, which uses software to purchase digital advertising, promises to make the system less costly and more efficient by taking humans out of the equation. It accounts for approximately 74 percent of all purchased display media, according to eMarketer.
Real-time bidding (RTB) leverages information and science to give life to smarter, automated media purchasing based on specific customer behaviors for greater return on investment. Throughout this process, data is the catalyst that enables automated messages to be delivered to the right audience at the right time.
This week, digital experts are gathering in New Orleans to discuss how the explosion of data is impacting the programmatic marketing landscape.
At the Digiday Programmatic Summit, taking place today through Friday at the Ritz-Carlton, industry thought leaders will present their views on how brands, agencies and publishers are affected by the ever-increasing volume, variety and velocity of data.
Tonight at 7 p.m. CDT in the Grand Ballroom, join Signal SVP Jonathan Ricard when he takes stage to host an informative tech talk on the challenges and opportunities facing today’s marketers in running effective cross-channel campaigns.
Jonathan will discuss the importance of collecting first-party data across customer touchpoints; connecting that information and putting it into context; and taking action on that information to offer better user experiences. He’ll also explain how speed throughout these three phases, as well as controlled ownership of the data that brands generate, are key factors for success.
Check out the following video from the recent Digiday Brand Summit in Nashville, where Signal SVP Joe Stanhope shared insights into how marketers can close the growing chasm between brands and customers.