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 RTB or real-time bidding (historically associated with remnant inventory), retargeting of internet users based on previous behavior, shopping cart abandonment email campaigns, and recommendation systems.
- ^ iab, Programmatic and RTB.
- ^ Advertising Age, The CMO’s Guide to Programmatic Buying.
- ^ Digiday, Why Programmatic Marketing is the Future.