Programming the purchase funnel

Oliver Gertz and Deirdre Mcglashan

Journal of Brand Strategy, 2016, vol. 5, issue 3, 275-281

Abstract: This paper examines the development of programmatic technology and how it can now be used to reach consumers at every point of the purchase funnel. It will explain how success requires a radical change to traditional media planning starting from the consumer rather than affinity, reach or historical performance. Making this a reality requires marketers to understand the programmatic system; and this paper also identifies the essential terms and explains them in a way that will help brands interrogate the landscape and develop the right solutions for their company.

Keywords: Programmatic advertising; Programmatic product; advertising; data; context; location; DSP; SSP; RTB; DMP; PMP; walled gardens; creative optimisation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2016:v:5:i:3:p:275-281

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