Digital marketing experts develop the plan, algorithms deploy it Every week or so, we hear another statistic about the burgeoning reality that is programmatic advertising. While programmatic is growing in ad spend, in its confidence with brands and its reliance from marketers, it is not a strategy. It is the means to an end result, which is - as has been emphasized again and again - to deliver the right message to the right person at the right time. Programmatic is a method for many different marketing strategies. By automating the buying and placement of digital media within a fraction of one second, it delivers to a brand the ability to be choosy with who sees an ad. Two decades ago, early digital advertising involved website publishers selling ad spaces and brands paying to reach a publisher's entire audience. Targeting a publisher's audience more narrowly was not an option; marketers simply paid to serve theirread MORE
