There is great misunderstanding surrounding programmatic marketing, says Ashley J. Swartz, CEO and founder of Furious Minds.
“We’re all using the same words to talk about this new world of marketing and advertising, which has really become the new world of technology,” she says.
Because people are using the same words to talk about different concepts in programmatic, progress and momentum are suffering, Swartz says.
Programmatic is the act of media buying and using data and technology to do this in a more informed way, specifically to eliminate waste and create greater efficiency. It is not the same as RTB, also known as real-time bidding.
Now we’re seeing the advent of programmatic television, which is nothing more than making television more efficient and being able to target audiences more specifically. The buying process hasn’t changed, she says.
Swartz is a regular commentator on Beet.TV