As Marketers Rush to Programmatic, Consumer-Privacy Rules Still Apply
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Why do so many outside of the tech and media space see programmatic buying as something to fear?
Programmatic technology allows for enhanced efficiency in media buying through automated ad exchanges that instantly serve hyper-targeted ads. While traditional behavioral advertising uses some of the same principles, programmatic buying is more sophisticated and operates on a real-time basis rather than just historical behavior. Drawing on vast amounts of data and analytics — aka “big data” — it relies on cookies and other tracking technologies to create profiles based on technical, network and behavioral data. Interestingly, programmatic buying does not generally use personal information but relies on sophisticated algorithms to target consumers more efficiently than the use of personal information.
With the incredible speed and real-time application, it is more efficient and in a broader sense an approach that provides better targeting.
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