The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
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Arguably the ultimate question retailers should ask platform providers is whatís missing from their offerings, since constantly purchasing new tools to tweak a platform after installation quickly gets expensive.
"E-commerce is all about letting the customer shop the way she wants, not how the retailer wants her to shop, and there are lot of little pieces that go into that equation," Deller says. "If any of those pieces are missing, the customer will shop elsewhere and the retailer will end up spending a lot more time and money trying to get that customer back. Itís a lot cheaper to simply keep her in the first place.