A programmatic marketing (Marketing Automation) is a technology that uses automation to help marketers make online ad purchases that reach a targeted audience. Through programmatic marketing, marketers can narrow ad reach based on a variety of factors, like socioeconomics, geography, demographics, and more, which gives the capability to target audiences more precisely, and optimizes the user experience with tailored ads directed at consumers who are more likely to make a purchase.
A programmatic marketing platforms (PMPs) use a partner's network and ad servers to make the real-time ad buying decisions based on an algorithm that incorporates budgets, goals and targeting parameters. The most common methods of digital programmatic marketing are: programmatic buying via ad exchanges, retargeting shopping cart abandonment email campaigns, social media campaigns, customer segmentation, product recommendation etc.
