Programmatic Advertising Wins Big Through Personalization

This post comes from Julie Hoffmann, Head of Industry Strategy & Marketing, Travel & Hospitality at Adobe. Earlier this year, Epsilon and Adobe partnered with Skift to create the 2017 Digital Transformation Report. Download the full report for free here. “U.S. digital marketing spend will near $120 billion by 2021.” With no reduction in sight, personalization takes on a new spin as the driver for efficiency in programmatic advertising. The model has been flipped on its head creating an even greater demand to move away from Omni-channel marketing to business as usual with 1:1 interactions at scale as the new normal. The ability to track, measure and personalize to audience segments across multiple channels and fluidly act with confidence is now the CMO’s tool of choice to eliminate media waste. It’s also become the opportunity to merge paid, owned and earned channels segments as one continuous journey and identify a customer with multiple devices as one person. The channels have taken a backseat as landscape, while the customer has moved into the forefront of focus. Track the customer and understand the channel vs. track the channel and understand the customer is alive and well in travel and hospitality. Channel as an Attribute The channel is now an attribute of the customer’s pro