Opportunity for True Integration
The rise of programmatic targeting exemplifies how various disciplines can truly support each other to create maximum influence.
Performance marketing is the most measurable, transparent, and accountable form of marketing to drive incremental impact and ROI faster and at scale. One aspect of this is programmatic media buying, simply defined as a way to specifically target the audience you wish to see your advertising. It is a drastic change from traditional ad buying, as brands are no longer locked into a set number of spots on specific sites. It is basically an algorithmic purchase in real time.
There is no doubt programmatic buying is the future. According to the Interactive Advertising Bureau, by 2018 programmatic spend will have grown from 28% in 2013 to more than 80% of marketing spend. Most discussions about programmatic tend to focus on the ad side, but there are numerous aspects of the process where the strengths of marketing and PR can be brought into play to make it more effective – and influential.