How brands are mastering the art of search and sell

Digital marketers are coming to grips with the technology that helps personalise ads for users and streamlines revenues for advertisers

At the Google Think Platform Summit, earlier this month, advertising professionals and brand managers rubbed shoulders with Google’s top thinkers discussing how programmatic advertising has changed the way they reach out to their audience. From automobile majors to FMCG multinationals, entertainment networks and digital apps, the unanimous view among all participants was that the role and power of big data is all set to grow manifold as enabling platforms for programmatic advertising gain size and acceptance in the market. 

To an advertising novice ‘programmatic’ is just jargon but to an advertiser it implies thousands of rupees saved daily on selecting