Programmatic media buying is a booming business—growing 73.9% over last year and expected to account for over $3.3 billion in spending in 2013—so it’s no surprise that people most often associate “programmatic marketing” specifically with these real-time bidding, auction-based approaches to media buying.
Yet, programmatic marketing use cases are actually much broader—and positioned to drive far more value—than what’s associated with media transactions alone.
In this brief video Bruce Biegel, Winterberry Group’s senior managing director, introduces the programmatic marketing use cases that go beyond advertising sales and media placements to the automation of workflow processes and programmatic audience intelligence and insight development, which are growing to influence enterprise-wide marketing strategy and practices.
If you’d like more information on the value of an enterprise programmatic marketing practice, watch additional video content with Biegel on the subject, or download Winterberry Group and the IAB’s latest research, Programmatic Everywhere: Data Technology and the Future of Audience Engagement.
| As Winterberry Group’s senior managing director, Bruce Biegel leads the firm’s consulting practice and establishes its strategic and operational agenda. |
