The data gap is a critical hindrance to transparency in the digital advertising industry, as evidenced by the ANA’s survey of both agencies and advertisers. Bringing these questions to the table in an open agency-advertiser-technology vendor discussion is the first step towards a remedy.
A key factor in the success of Programmatic Marketing is its data-driven and automated approach – its ability to use technology to “target and connect intelligently” with an intended market. Programmatic Marketing platforms offer a wide range of targeting tactics, including System (Operating System, Web Browser or Device Type), Geographic (Location, Postal Code), Language and Demographic targeting. Amongst these, Acuity’s Real-Time Reactors are some of the most powerful targeting mechanisms.