By Emma Ashby

Programmatic may be one of the marketing industry’s buzzwords of the moment, but the added value that intelligent programmatic campaigns can provide marketers is, surprisingly, often overlooked.

Programmatic campaigns generate a wealth of hugely valuable data, providing marketers with powerful insights into the behaviour of their audience. This data can then be used to fuel marketing campaigns on other channels and devices, and even target completely new audiences.

Real-time information on who is visiting a site and converting can be combined with other available data sets to build up a better understanding of a brand’s customers. This then allows for more advanced Read full story ›

Source: The Drum