Programmatic Commerce is the phenomenon where consumers and businesses allow purchase decisions to be made on their behalf by connected devices based on pre-programmed parameters and learned preferences.
Through Programmatic Commerce, buying and selling, particularly of routine purchases, will be transformed into an automated process, guided by artificial intelligence and pre-set consumer parameters.
This change in consumer behaviour, tied with the advance in connected technology, will transform commerce and marketers must be prepared to respond.
The marketing teams that react most quickly to the changing landscape and take advantage of the Internet of Things will be the ones to benefit in the long-run, particularly as brands face the risk of being ‘locked out’.
Subsequent to Salmon launching the concept, Programmatic Commerce has begun to be more widely used by media to discuss its implications for retail.