Today we will tell you the well-known story about the data that everyone digital marketer should know. Long ago US Postal Service found that it paid tons of money to deliver mail to dead people. Thus, service management decided to create a "Do not mail" list, but it was necessary to carry out testing, which would guarantee that the professionals are doing the right assumptions about the data. So, for this purpose, letters were sent to both living and dead people. All were surprised when they got the first results - dead recipients answered two times more likely than living. Of course, managers of marketing departments have now started to laugh Homerically, but at the same time they know that direct marketing is more that unpredictable. So what happened to the mail of dead people in reality? It turned out that many spouses of the deceased took better care of their partner, even after death, reading their mail. Wives wanted to make sure that there was not anything important in the letter, and most of all, kept in touch with their loved ones with this simple daily task - reading of mail. In today's world of digital marketing, where we are increasingly dependent on algorithms, measuring models and targeting, specialists are wallowing in all sorts of "weeds". We forget about the importance of the human factor for marketing. Do we really understand why our advertising campaigns are successful or unsuccessful? Do not forget that the advertising is primarily storytelling. Emotional promotion is incredibly important. That's why every marketer should establish an emotional connection with his audience. Yes, real-time change of background color or "call to action" on the banner sized of 300 × 250, can give benefits to the campaign, but in this case, we're just trying to set up a broken mechanism. But within the framework of standard banners we can tell great stories! Due to rapid development of programmatic, many platforms and companies are fully committed to a standardized industry, where the ball is ruled by scale. Display, mobile and video - obedient and full - are an obligation. Many companies want to get access to a large e "palette", where "dry" advertisements can be constantly remade for optimum performance. There is nothing wrong in it. American financial services company Express American has recently announced its new initiative in respect of digital marketing - it will be completely programmatic. Why not? Many companies spend a lot of money on TV advertising, that's why optimization of the lower part of the "marketing funnel" has a very deep meaning. As an industry, we should create such digital campaigns that make people read their mail. However, it is incredibly difficult to do with standard display banners, modern native advertising and "interruption marketing" (this definition of most existing social advertising was invented by the marketer Seth Godin, who believes that advertising interrupting your favorite movie or poping up on the web site page thereby causes a wave of irritation in the soul of the common man). So, how should we use programmatic technology in order to succeed? There is only one answer to this question - the automation of the technological process after procuring of premium inventory and custom programs. Marketers want publishers to give them good ideas and access to inventory of the best quality they have. They just do not want to pay 10% of their budgets to planners who only cut and paste data into a table. Nowadays on the digital space innovative initiatives are not limited by programmatic direct companies (iSocket, ShinyAds, AdSlot) and those who are involved in the workflow (Centro, MediaOcean, Bionic advertising), but also include RTB-players, among which there are MediaMath and Rubicon, which create new opportunities to increase their RTB-stacks. They want to get access to permanently actual programmatic campaigns that run their most likely customers through the bottom of the sales funnel. Of course, this is quite a serious task for programmatic, however, according to many experts, common media advertising, that can be provided through guaranteed transactions, will flourish in parallel with this. In addition, the story of "dead people", who more actively respond to the letters than the living, applies to RTB. Because often one of the best indicators of sites' CTR is provided by users falsified by robots. Only one thing is undoubted - fate prepared programmable future for the digital advertising. And it is impossible to argue with that.