Clearly, we have an industry awash with talk about programmatic marketing and big data. But what is real, and what is BS? What practical executions exist today? And what does a future world look like if big data really is everywhere?

Key excerpt...

So, programmatic marketing and big data are real. The digital marketing industry didn’t invent big data. It’s existed for a long, long time; but, a programmatic approach that glues it together to make it actionable is brand new.

Marketers are actually executing on programmatic campaigns today, but surprisingly infrequently. Most are still running regular site retargeting, for instance, and haven’t made the shift to a programmatic version to eliminate waste. That shift will come, though, as long as the industry accepts transparency and the marketer can really understand what value each point of data has, so they can learn and adapt from it.