Brands are already turning to a programmatic approach and seeing significant returns. Thanks to the amount of data presently available and the need to integrate with mobile, 2014 promises to be the year that all channels reach a "Big Bang" moment.
Marketers have a plethora of options for executing their programmatic campaigns: including hybrid networks, trading desks, advertising exchanges, demand-side platforms and data providers/data management platforms. Marketers need to understand how the option they choose is:
1. Managing Their Data: How is information from their customers' multiple touchpoints being managed, analyzed and understood? Selecting an option with intelligent marketing tools and algorithms helps make this data actionable quickly and accurately.
2. Offering a Fully Programmatic Campaign: Is the strategy only utilizing "real-time bidding," or is it fully programmatic? As highlighted in the article, real-time bidding is simply dependent on how you use the data and input the information. A fully programmatic strategy allows marketers to use intelligent algorithms and marketing tools to automate the process.
3. Connecting to Consumers When It Matters Most: Are customers being reached with relevant messages in real-time? Programmatic's strong advantage is in identifying customers to accurately target relevant ads at the right place and time. Marketers need to look for programmatic technologies where the data and the activation are closed-looped, eliminating any lag time. In other words, data is generated and delivered seamlessly in real-time, at the most critical moment, increasing the likelihood of conversion.