Here's How Programmatic Ads Are Reshaping Media

Is this creepy or helpful? You check out a pair of shoes online, and suddenly - there they are in your Facebook news feed. That's programmatic marketing. Or, you're a mom and you bought a new stroller at Babies 'R Us and now you see an ad for birth announcements from a company like Shutterfly.

It's actually programmatic advertising that matches your buying and shopping behavior with relevant content, in real-time. As customers deposit more and more personal data online, they expect ultra-customized experiences in exchange from their favorite brands.

Brands continue to look at trends to understand where things are heading, but they also have lots of data coming in. They are realizing there's gold in their own data and they intend to forge closer contact with their customers' purchasing intent.

Look for a whole new customer loyalty dynamic as the tables are turned and the customer rewards the brand for serving up relevant content, quickly, and in the right place at the right time on the right device with repeat business.

Beverly Macy is author, educator, and thought leader in social and digital business and a frequent contributor to Huffington Post . She also teaches the Global Business of Media, Entertainment, & Sports at UCLA Anderson.