Programmatic represents a fundamental shift in the field of not just online advertising but the overall advertising industry. Already, US programmatic display ad spending is expected to rise 59% this year. It is therefore critical to understand and utilize programmatic advertising. This is particularly so in the travel industry, which has huge quantities of customer data and a plethora of touchpoints where companies can use programmatic to influence the consumer’s purchase path. Indeed the growing sophistication of the technologies and data around programmatic advertising is allowing companies to reach out and personalize their advertising down to the individual level in real time.
Through consumer research, an industry survey and interviews with leaders in the field, this whitepaper sets out:
an introduction into programmatic and how it is changing advertising;
best practice in implementing and running programmatic campaigns;
how to use programmatic to personalize your marketing.