The following guest contributed post to MAW is from Jeffrey Finch, Co-Founder & Chief Product Officer at Choozle.
In today’s digital ecosystem, the programmatic model is a marketing tactic that cannot be ignored. It has become a keystone of marketers’ digital strategy and therefore it is no surprise that almost half of marketers expect to use programmatic for 60% of their budgets, according to Forbes. Programmatic has aided the growth of multi-channel advertising across mobile devices, social media platforms, and desktop display.
There is no denying that programmatic has opened up exciting new opportunities for marketers to target precisely, spend wisely, and operate more efficiently. But marketers need to make intentional decisions while navigating this new landscape. Successful branding campaigns involve thoughtful and proven strategy. Programmatic media buying is certainly an effective marketing strategy, but marketers can’t expect to just launch a retargeting campaign, build their brand, and call it a day.