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Programmatic marketing guide

An introduction to programmatic marketing

How will this guide help me and my business?

Programmatic marketing continues to grow across the digital media landscape. This report shows the different elements to programmatic media, buying from a data-led approach through to the platform required to deliver this type of campaign. Every marketer today needs a good understanding of the principles of programmatic to run digital marketing campaigns that meet the goals and objectives of the organization.

After reading this guide, marketers will be able to understand the process media buyer agencies go through and how the marketer can support their media agency to improve campaign performance through a data-led approach. Finally, the structure will enable marketers to educate the wider business in media buying and the challenges surrounding this approach, namely ad-fraud and changes in legislation, such as GDPR.

Who is this guide for?

This report is aimed at marketing managers and directors, digital marketing, and e-commerce managers who are looking to understand the key components of programmatic marketing from both an agency and advertiser perspective.

How is the guide structured?

The guide is designed to explain the key components of programmatic media buying to marketers.

The sections are:

  1. An introduction to programmatic
  2. A data-led approach
  3. Programmatic platforms and auctions
  4. Benefits of programmatic for the marketer
  5. Ad fraud
  6. Compliance

Resource Details

  • Author: Andy Letting
  • Format: 6,500-word briefing guide

About the author

Andy Letting

andy letting

Andy Letting is a senior digital marketer with 17 years’ experience across acquisition and retention, working for a number of high-profile global brands, namely Avis, Ladbrokes, BskyB, J&J, KFC, Dufry & Jack Wills, where he has led large-scale digital change programmes for acquisition, media buying and optimization. Through his agency (, Andy has worked across the whole range of maturity stages of the programmatic journey, from setting the process up with KFC & Jack Wills to delivering more advanced programmatic data solutions for more established brands such as J&J. Andy lectures the Programmatic module for the IDM and affiliated global partners.

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