While Consumer Packaged Goods companies are traditionally at least two steps removed from the (in-store) consumer, they have made great strides to build up databases of consumers. They have used coupon campaigns, custom magazines that consumers can subscribe to, websites with lots of interesting ... (more) Data integration need not be about consumer data only. It can also concern other data sources like product data. This can make it easier for programmatic buying platforms to optimize to many different subsegments depending on which product a campaign is marketing.
For example, a very large onlin... (more)
Niche products, traditionally more dependent on database marketing, can benefit over-proportionally from first party data integration for their programmatic buying campaigns.
For example, one insurance company features a specialized product for motorcycle insurance. Motorcycle owners are such a ... (more)