Programmatic Advertising Wins Big Through Personalization
Photo Caption: a woman using a smart phone
Skift Take
More brands are learning how to effectively engage travelers across devices, understand the communication needs for different channels, and deliver better experiences for their customers through targeted personalization.
This post comes from Julie Hoffmann, Head of Industry Strategy & Marketing, Travel & Hospitality at Adobe. Earlier this year, Epsilon and Adobe partnered with Skift to create the 2017 Digital Transformation Report. Download the full report for free here.
“U.S. digital marketing spend will near $120 billion by 2021.” With no reduction in sight, personalization takes on a new spin as the driver for efficiency in programmatic advertising.
The model has been flipped on its head creating an even greater demand to move away from Omni-channel marketing to business as usual with 1:1 interactions at scale as the new normal. The ability to track, measure and personalize to audience segments across multiple channels and fluidly act with confidence is now the CMO’s tool of choice to eliminate media waste. It’s also become the opportunity to merge paid, owned and earned channels segments as one continuous journey and identify a customer with multiple devices as one person. The
