Driving Forward > Digital Marketing Blog

The Importance of Programmatic Marketing


There is a large shift in media right now, where more and more marketers are taking advantage of programmatic marketing (automated marketing based on a computer algorithm). Starting with ad exchanges, there has been a significant rise in marketers using DSPs to purchase RTB inventory. In tandem with this trend, there has also been a rise in programmatic targeting, programmatic creative and programmatic content.

Programmatic Targeting

DSPs have already been using programmatic targeting technology to score, segment and bid on impressions for advertisers within the exchanges. Instead of relying on what an advertiser thinks its target audience is, the programmatic targeting technology follows conversions to optimize towards the real target audience, building groups of profiled users along the way. This technology is continually adapting and evolving and is an important shift in the way brands interact with consumers. It allows for better insight and customization at a mass scale.

Programmatic Creative

Instead of building one or two creative concepts, marketers are now using dynamic creative to run hundreds of variations. The creative variation served is now dependent upon the programmatic targeting. If an impression is designated as a person A50+, who lives in Massachusetts and is showing behavioral signs that they are getting ready for retirement, an insurance company will now serve a targeted message about ways to best use their retirement savings based on the cost of living in Massachusetts.

Programmatic Content

Programmatic content is a new way for publishers to dynamically adjust the content of a site based on the individual visiting the page. E-commerce sites are already taking advantage of this by dynamically changing the prices and products on the page based on the interest, income and purchase intent data that has been gleaned on that individual. Like programmatic targeting and creative, this too allows brands more customizable communication with its consumers at scale.

So why is this all important?

Programmatic marketing allows for several important things:

  1. Customizable interaction at mass scale
  2. Automated purchasing of media and optimization changes
  3. Better insight into a brand’s target audience
  4. Reach across a very fragmented digital media environment

What do you think of programmatic marketing? Do you think it will help or hurt your business?

Note: this blog post is based off of the following MediaPost article http://www.mediapost.com/publications/article/189212/the-rise-of-programmatic-marketing.html#axzz2ErfZ7DBN


How AI is Reshaping Digital Marketing


Artificial Intelligence design studios are opening everywhere, adding to our marketing technology stack choices. Many platforms have already integrated components of AI into their existing marketing system offerings. Clients need to transform digitally, squared Today, clients are asking digital marketing and advertising agencies like Overdrive to embrace more technological change, as their marketing tech stacks grow…

Read the full article


December 9, 2019

Become a Marketing Engineer at MTech Summit. Register now to get a $60 discount.

Register Now!

Contact Us

Schedule a presentation. Tell us about your marketing goals. Find our offices. Or, just say hello. We would love to hear from you!

Contact Us   


Google World Infographic

Overdrive Google World Digital Marketing Infographic

Visualize the world of Google's companies, technologies, and services. Get the PDF with live links to over 200 assets.

Get Access!   


The Digital Advertising Guide – 2nd Edition

Overdrive Digital Advertising Guide - PDF

Get your head around the many advertising options available to digital marketers today.

Get Access!   


Google Gallery

Google SEO and Search Gallery: 16 Years of Search Results Presentation

Explore how Google’s results page has evolved with 54 images illustrating 16 years of development.

Get Access!   
Dev Tool:

Request: the-importance-of-programmatic-marketing
Matched Rewrite Rule: ([^/]+)(?:/([0-9]+))?/?$
Matched Rewrite Query: name=the-importance-of-programmatic-marketing&page=
Loaded Template: single.php