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Definition

Programmatic marketing is a term that covers a wide range of technologies that automatically trigger the buying, placement, and optimization of marketing communications through machines, replacing traditional human-controlled methods (although human skills are used in "programming" the rules that trigger the automatic transactions). Common forms of programmatic marketing include RTB or real-time bidding (historically associated with remnant inventory), retargeting of internet users based on previous behavior, shopping cart abandonment email campaigns, and recommendation systems.[1] [2] [3]

References
  1. ^ iab. Programmatic and RTB. <http://www.iab.net/programmatic> (cited 12 November 2014).
  2. ^ Advertising Age. The CMO's Guide to Programmatic Buying. <http://adage.com/article/digital/cmo-s-guide-programmatic-buying/293257/> (cited 12 November 2014).
  3. ^ Digiday. Why Programmatic Marketing is the Future. <http://digiday.com/platforms/why-programmatic-marketing-is-the-future/> (cited 12 November 2014).

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