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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.