Programmatic: Marketing Strategy
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Apr 21

How to integrate programmatic into your marketing strategy

Programmatic media buying is one tool that can be adopted into your current marketing strategy. Programmatic media buying can save you time, money, and help you deliver relevant ads to a targeted audience in an efficient way. Embracing this technology as part of your media strategy can help you make the most of your digital marketing budgets.

Programmatic buying allows brands to use audience insights and technology to tailor messages to the right person, at the right moment, in the right context. It helps brands respond to real-time signals on an impression-by-impression basis across screens and across channels. For example, if a mom’s online shopping gets interrupted with errands, programmatic buying can help the retailer she was visiting reach the mom on her smartphone as she shifts to shopping on-the-go. That’s just one of an unlimited number of scenarios brands can use to engage audiences with programmatic buying.

Integration is the foundation for executing any successful marketing strategy and is even more important in the digital ecosystem. Using a full-funnel marketing strategy is an important factor for driving business and new potential customers online. So how can you integrate programmatic media buying into your current marketing strategy? Here are four ways to weave in programmatic:

1. Organize your audience: Audience Insights are at the crux of resonating with your current consumers and finding new consumers like them. Organize your audience insights, retargeting groups, and current customers to further understand your audience so you can truly see the impact of your programmatic media buying.

2. Design for your brand & audience: Be smart! Use your audience insights to inform ads at the moment they are served, bringing a relevant creative experience to every viewer. By harnessing the power of programmatic media buying to develop relevant, engaging experiences, brands elevate their appeal and, ultimately, get rewarded with brand love.

3. Plan your campaign: Come to the programmatic media buying table with the desired goal, budget, and creative. Integrated platforms and strategies will considerably enhance the value of audience insights and creative ads by helping you evaluate, purchase, activate and measure media on a global scale, in real time.

4. Repeat: Once you get rolling with programmatic media buying you won’t be able to stop. Evaluate the success and optimize your campaigns further.


Unify programmatic media buying efforts within the broader marketing mix. This brings marketers one step closer to unifying budgets for, and seamlessly optimizing across, digital channels. With this unified view, you can also more effectively apply insights gained from digital marketing across other product and business lines.

About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.