Canadian Retailer - Spring 2016 - 17
THE FUTURE
IS AUTOMATIC
Programmatic advertising allows retail
marketers to reach the right audience with
greater accuracy than ever before
BY ROBERT PRICE
"PROGRAMMATIC."
It's an ugly word, non-intuitive and toneless, and hardly a word one might expect to become a
buzzword. But programmatic has become one of the most important words in an advertiser's vocabulary, and unlike some buzzwords, programmatic actually means something.
What it means is automation. Programmatic refers to a system for buying and selling digital
ads. Unlike in the old days-the ancient history of the late 2000s-when advertisers had to purchase digital ads through brokerages or by calling up each website they wanted to buy space on,
digital ads are now bought and sold on exchanges. These exchanges are like financial exchanges-they're paperless, require no human-to-human contact, and allow advertisers to bid on and
purchase advertising space in real-time.
It sounds crazy but according to people in the field, it works. It's the revolution most of us missed.
Data revolution
Several factors brought about this revolution. One was the unbundling of ads. Rather than
selling digital ads in bundles, sellers made digital ad spaces available individually. The second
factor was the emergence of technology that allowed markets to buy and sell advertising space
like commodities. And the third factor, and perhaps most important among them, was data.
Retailers collect huge amounts of data about their customers, and this data is what makes
programmatic powerful, says Raymond Reid, founder and CEO of Advertience, one of the many
companies involved in programmatic advertising. Data allows retailers to know individual customer profiles, and programmatic technologies allow retailers to go into the digital market, find
people who look like these customers, and buy ad space on the websites these individual customers frequent. And because advertisers only pay for ads that are clicked, retailers can assume that
people who click an ad fit the profile they're looking for.
www.retailcouncil.org/cdnretailer
SPRING 2016 | CANADIAN RETAILER
| 17
http://www.retailcouncil.org/cdnretailer
Table of Contents for the Digital Edition of Canadian Retailer - Spring 2016
Publisher’s Desk
Retail Currents
Under the Banner
At Issue
For the Love of Flyers
The Future Is Automatic
Where Your Customers Are
Going Mobile
Made in Canada: Customer Loyalty Programs
Brand Marketing in the Digital Age
Instilling Transformation
2016’s Key Marketing Trends
Building a Brand to Recruit on Campus
Advertiser’s Index
Canadian Retailer - Spring 2016 - ebelly1
Canadian Retailer - Spring 2016 - ebelly2
Canadian Retailer - Spring 2016 - cover1
Canadian Retailer - Spring 2016 - cover2
Canadian Retailer - Spring 2016 - 3
Canadian Retailer - Spring 2016 - eJolt
Canadian Retailer - Spring 2016 - Publisher’s Desk
Canadian Retailer - Spring 2016 - 5
Canadian Retailer - Spring 2016 - Retail Currents
Canadian Retailer - Spring 2016 - 7
Canadian Retailer - Spring 2016 - Under the Banner
Canadian Retailer - Spring 2016 - At Issue
Canadian Retailer - Spring 2016 - 10
Canadian Retailer - Spring 2016 - 11
Canadian Retailer - Spring 2016 - For the Love of Flyers
Canadian Retailer - Spring 2016 - 13
Canadian Retailer - Spring 2016 - 14
Canadian Retailer - Spring 2016 - 15
Canadian Retailer - Spring 2016 - The Future Is Automatic
Canadian Retailer - Spring 2016 - 17
Canadian Retailer - Spring 2016 - 18
Canadian Retailer - Spring 2016 - 19
Canadian Retailer - Spring 2016 - Where Your Customers Are
Canadian Retailer - Spring 2016 - 21
Canadian Retailer - Spring 2016 - 22
Canadian Retailer - Spring 2016 - 23
Canadian Retailer - Spring 2016 - Going Mobile
Canadian Retailer - Spring 2016 - 25
Canadian Retailer - Spring 2016 - Made in Canada: Customer Loyalty Programs
Canadian Retailer - Spring 2016 - 27
Canadian Retailer - Spring 2016 - 28
Canadian Retailer - Spring 2016 - 29
Canadian Retailer - Spring 2016 - Brand Marketing in the Digital Age
Canadian Retailer - Spring 2016 - 31
Canadian Retailer - Spring 2016 - 32
Canadian Retailer - Spring 2016 - 33
Canadian Retailer - Spring 2016 - 34
Canadian Retailer - Spring 2016 - Instilling Transformation
Canadian Retailer - Spring 2016 - 36
Canadian Retailer - Spring 2016 - 2016’s Key Marketing Trends
Canadian Retailer - Spring 2016 - 38
Canadian Retailer - Spring 2016 - 39
Canadian Retailer - Spring 2016 - Building a Brand to Recruit on Campus
Canadian Retailer - Spring 2016 - 41
Canadian Retailer - Spring 2016 - Advertiser’s Index
Canadian Retailer - Spring 2016 - cover3
Canadian Retailer - Spring 2016 - cover4
Canadian Retailer - Spring 2016 - 45
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