The terms "paid, owned, and earned media" (POEM) have become the best way to describe the digital media space today. In fact, many argue this is the only way for thought leaders in programmatic to ultimately prioritize all the real-time media options that are currently available. These three types of media work best together and not in media silos. And for POEM to reach its full potential, these efforts need to be automated and evolved into programmatic brand advertising.
Abandoned-cart retargeting is one of the most basic types of retargeting, and it's very simple to execute as long as marketers only care about desktop users. But as mobile shopping rises in popularity, abandoned-cart retargeting is no longer as easy, nor as practical, as it was when consumers were limiting their online shopping to their desktop computers. This sort of location-based retargeting requires a lot more effort (and data) than traditional methods, which is where programmatic comes into play.
The window to premium programmatic is not simply open, but it has been shattered. Everyone has a "programmatic first" mentality, which is needed for 100% brand advertiser adoption.