Definition
Programmatic marketing is a term that covers a wide range of technologies that automatically trigger the buying, placement, and optimization of marketing communications through machines, replacing traditional human-controlled methods (although human skills are used in “programming” the rules that trigger the automatic transactions).
Common forms of programmatic marketing include real-time bidding (RTB) – historically associated with remnant inventory – retargeting of Internet users based on previous behavior, shopping cart abandonment email campaigns, and recommendation systems. [1][2][3]
References
- iab, Programmatic and RTB, iab.net/programmatic.
- Advertising Age, The CMO’s Guide to Programmatic Buying.
- Digiday, Why Programmatic Marketing is the Future.