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Joanna O’Connell’s Programmatic Marketing Prediction for 2017

January 3, 2017 — by Lauren Fritsky

A version of this prediction appeared on Forbes.

What will 2017 bring for the realm of programmatic marketing? MediaMath’s CMO Joanna O’Connell weighs in.

“Programmatic is moving into new territories—TV, audio, print, native. The true ‘programmatic future’ is taking all forms of media and making them addressable and connected at a consumer level. User data is what powers the marketing that allows brands to reach and engage with consumers on a one-to-one level across channels, formats and devices throughout the customer lifecycle. But there’s need for technical convergence and message coherence across channels as viewed from a consumer perspective. Consumers, after all, don’t care what channel they’re in; they just notice when offers are off, mis-targeted or annoying due to over-frequency of delivery. And then they block ads.

Without alignment of channels, it’s tough to sell marketers a real consumer journey story, much less create one for consumers. Omnichannel execution, combined with smart management, analysis and activation of first-, second- and third-party data sources, will be the way forward in 2017, with more and more brands realizing the benefit of unifying data across all addressable channels so they have a single identity of a user that drives one seamless conversational thread and, as a consequence, better user experience. We call this ‘programmatic marketing.'”