While some organizations are just starting to get a taste of what’s possible with programmatic marketing, others have already set up their own kitchens — testing, experimenting and learning about what methodologies will work best for them.
Programmatic is supposed to deliver more efficiency through faster time-to-market and better access to targetable audiences; the reality is not always so rosy. Just like in cooking, access to the right ingredients makes all the difference: Success in programmatic requires the ability to repeatedly assemble and engage high-quality audiences. Unfortunately, a limited view into the processes of audience creation and modeling inhibits marketers’ ability to tweak their data and deliver the superior results they crave.
