Performance Marketing Evolves Beyond Programmatic on the Open Web
· 5h ago · Originally reported by Adweek
Performance marketing is undergoing changes as richer data and new technologies enable marketers to influence audience decisions more directly, moving beyond traditional programmatic ad buying. The shift is impacting how brands approach the open web, with a focus on more sophisticated targeting and engagement strategies.
Why it matters
This matters because it signals a transformation in how digital ads are bought and optimized, potentially improving results for advertisers and changing the dynamics of online advertising.
Explain it like I’m new here
It's like using smarter tools to find and talk to the right people online, instead of just putting up ads everywhere.
Terms in this story
Open web
The open web is the part of the internet outside the big closed platforms, such as independent websites, apps and streaming services, where ads are bought through shared, interoperable ad tech.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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