Programmatic Buying: From Big Data to Smart Data

Posted by Melanie on Feb 5, 2014 9:15:15 AM

A post in MediaWeek the other day extolled the benefits of programmatic media buying, but made sure to emphasize the importance of growing smarter, and not just larger when it comes to Big Data. Author Dominic Joseph, of online search retargeting firm Captify, argues that focusing on the more granular data—the kind that creates audiences rather than demographics—will ultimately lead to a more successful and more "mature" programmatic ad buy.

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Topics: Audience Data, Audience Targeting, Big Data, Industry Buzz, Programmatic Media Buy, Programmatic TV Buying, Smart Data

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