custom programmatic is the future

Programmatic has experienced phenomenal growth in a rapidly condensed timeframe. Unfortunately, such exhilarated uncheck growth has resulted in overgrown lumascape with many suppliers providing ‘off-the-shelf’ solutions to vie for performance at scale.

Whilst this provides a solution in part, the savviest marketers have already advanced their own marketing philosophy beyond this to offer personalisation and customisation. Programmatic needs to take the same evolutionary leap of customisation to align with the brand’s overarching goals and reach their clients.

In fact, a ‘cookie-cutter approach’ doesn’t reflect the full capability or unleash the full targeting potential of programmatic. Through audience segmentation, customisation of the sales funnel, dynamic creative, attribution modelling, cross-channel messaging, better use of data and harnessing new targeting technology, programmatic advertising can be tailored for every brand to reach the right person, at the right time, in the right context, with the right message at the right cost.

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