Programmatic advertising allows companies to advertise to target markets and understand demand drivers and consumer behavior like never before. What’s more, this kind of advertising allows demand planners to shape demand in near real-time. By connecting programmatic advertising with demand and supply planning, we can use it to boost demand at will. It represents the next stage of demand planning and analytics, and offers forward-thinking companies the opportunity to gain a competitive advantage in the years to come.

From Issue: It’s Coming, So Get Ready: Demand Planning During An Economic Recession
(Summer 2019)

The Untapped Potential of Programmatic Advertising in Demand Planning and Forecasting