Author: Maeve Hosea

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How ‘people-based marketing’ is redefining effectiveness in programmatic ad buying

Nic Travis, vice-president and head of digital marketing at credit card company MBNA, will speak at Marketing Week and Econsultancy’s Get With the Programmatic conference on 20 and 21 September.

We caught up with him to explore the latest trends in programmatic ad buying, and how he sees the discipline evolving.

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The future of programmatic: top marketers give their verdict

Programmatic advertising is maturing across a variety of media.

But what does the landscape look like, and what do marketers from Just Eat, the FT and Direct Line Group expect from programmatic in the future?

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Why transparency in data is key to building trust for The Guardian

Gaining audience trust was fundamental for The Guardian, last year’s Data Storytelling Awards Grand Prix winner.

I spoke to the company's director of consumer revenues, Julia Porter, to ask why this triggered a strategy of balancing privacy with a compelling data-driven understanding of its customers.

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How to embrace creativity in the programmatic age

If taking the lead on trends is part of your brand identity, then it follows that Topman should offer up a crop of fresh ideas in its creative strategy as much as on its shopfloor.

Last year, while it proffered cool military and camel styles to its sartorially conscious customers, Topman applied a creative programmatic strategy to the big fashion trend of khaki.

It shot the khaki look onto five different models, each of which matched to one of the brand’s five different types of customer.

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