Building an Ecosystem for Profitable Programmatic Advertising
With more consumers moving online than ever before, retailers with first-party data will be in the best position to monetize their online assets. Brands are eyeing this treasure and moving most of their marketing spend to retailers-turned-publishers, thus presenting retailers with a new and highly profitable revenue stream.
For retailers, the time to move away from traditional space selling (also known as trade marketing) on their websites and embrace programmatic advertising is now. Programmatic advertising uses data, technology and analytics to automate the process of buying and selling ad space on publishers’ websites. With this, retailers can maximize the value of their digital real estate. For advertisers, it means a better return on their spend as they can now target the right customer with the right message at the right time.