Small or Large, Brands Are Betting Big on Programmatic Ads This Holiday Season

Automation and targeting find fans at all budget levels

Programmatic advertisers are bullish on the holiday season, as retailers and packaged-goods companies look to hypertarget audiences more than ever. And while major brands have used big data for a while, the strategies are also beginning to benefit smaller retailers around the country, underscoring how automated marketing continues to gain traction.

For instance, Hunt's Photo & Video, an eight-store camera chain based in Massachusetts, has increased its holidays digital ads budget by 25 percent after getting 723,000 ad impressions for only $3,800 during a one-month test it ran with programmatic provider OwnerIQ.

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