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Marketing in the Moment to Build Brand

While programmatic has largely been the champion of Direct Response, dealing predominantly with performance, conversions and sales, brands have started to realise that programmatic is not only for short-term campaigns but can play an effective role in building brand. Building brands has long been the domain of TV advertising, sponsorship and print advertising, but the feedback loop on these traditional techniques have always been slow and imprecise. Programmatic is making it possible to look beyond demographics and automatically target an individual in the moment in which your brand matters most.

Mark Torrance, Chief Technology Officer, Rocket Fuel

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