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2017 Predictions: NinthDecimal

As marketers’ strive to create a unified view of their customer a.k.a. “single identity,” demand for self-service and automation will continue to fuel programmatic growth in the coming year. According to eMarketer, more than 80 percent of display ads will be transacted programmatically by 2018.

Higher-quality data, differentiated data inputs and continued automation will work together to continue to fuel programmatic growth.Already, brands are leveraging mobile-derived audiences programmatically in entirely new applications.Example: CPG brands are executing shopper marketing strategies to engage customers based on the specific retailer where they shop.It has also become easier for brands to onboard their CRM data into programmatic platforms for activation in support of highly relevant marketing programs aimed at brand loyalists or acquiring new customers.

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