Programmatic advertising comes in many flavors.
A handful of brands load up to take their buying fully in-house. Many give their agency partners carte blanche. Other brands take ownership of the tech contracts and segmentation, while letting their agencies pull the levers.
How each advertiser approaches the discipline depends on its unique needs and resources.
While there's no single winning formula, the programmatic mavens out there do embody a handful of constants: An embrace of data-driven marketing, an understanding of how to work with a vast partner ecosystem and quality oversight.
The ten brands listed below are the best programmatic marketers today.