It’ll be interesting to see what programmatic advertising will look like in a few years.
For Viant, people-based marketing is the trend, and the company just released a white paper that offers some evidence in support of that vision.
The paper, “Power of the People: How People-Based Marketing Is Driving Change Across the US Advertising Industry” (registration required), promotes the kind of people-based marketing that Viant champions, based on its 1.2 billion profiles of registered users.
In the paper, you’ll find survey results that suggest the validity of this kind of marketing. Censuswide, an independent market research company, conducted the study of US brands with $50 million or more in revenue last September.