|This article relies largely or entirely upon a single source. (April 2014)|
In digital marketing, programmatic marketing campaigns are automatically triggered by any type of event and deployed according to a set of rules applied by software and algorithms. Human skills are still needed in programmatic campaigns as the campaigns and rules are planned beforehand and established by marketers.
The most common forms of programmatic marketing on digital channels are:
- Programmatic buying via RTB and ad exchanges
- Programmatic site retargeting
- Shopping cart abandonment email campaigns
- Dynamic creative optimization (DCO) 
- Product recommendation
The term "programmatic marketing" was first coined by Digiday.
Programmatic marketing platform
A programmatic marketing platform is a recent addition to the ad tech landscape. A programmatic marketing platform allows marketers to better organize their data and execute highly targeted marketing campaigns. A programmatic marketing platform combines multiple facets of traditional programmatic technology platforms. An example would be the combination of the data management capabilities of a DMP (data management platform) with the media buying capabilities of a demand-side platform (DSP).
- Real-time bidding
- Ad exchange
- Advertising network
- Online advertising
- Demand-side platform
- Sell-side platform
- "Dynamic Creative Optimization – Where Online Data Meets Advertising Creative". Everyday Marketing. Retrieved 17 December 2014.
- Plomion, Ben. "Why Programmatic Marketing is the Future". Digiday. Retrieved 15 June 2013.