If there is one word that can be said to sum up our industry’s love of jargon it must be “programmatic.” Put 20 media people in a room and you’ll emerge with at least 25 definitions. Which is odd, as the concept really isn’t that complex. In my mind a programmatic way of doing things combines putting all that relevant and appropriate data out there to good use, with the automation necessary to execute the great plan that results.
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