We are experiencing an online
explosion of personalized media. The old way of marketing tools like TV ads,
newspaper and magazine ads have given way to marketing to vastly fragmented
audiences. The changes are coming so fast and furious it is almost impossible
to keep up. For example, the sudden rise of sites likes Pinterest that have
dramatically changed the playing field. Effective online marketing requires
tons of data along with some highly talented marketers who can customize
relevant messages to highly targeted audiences. Online programmatic marketing
is the way these challenges are being met. While the concept is still
relatively new, there is little doubt it is the future of online marketing — at
least until the next digital revolution comes along.
One of the largest challenges today
is reaching consumers through the array of various devices they use. For
instance, giving a consumer a smooth and consistent experience on her laptop,
then iPad, and then Smartphone is a monumental challenge. No wonder so many
marketers are scurrying to try to catch up. Another important part of this new
digital marketing technique is getting ads delivered in real time. By bidding
on real-time display ads the marketer can determine ahead of time what he or
she is willing to pay to reach their targeted market immediately.
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