November 30th, 2020 
Reference the attached article to specifically answer the following 2 questions:
1. The article describes programmatic marketing and discusses the transition from swim lanes analysis to attribution, optimization, and allocation.
Explain the core principles and ideas of this article.
2. Programmatic marketing is becoming an important driver of the shift to data-driven marketing in many companies.
Are these AI related processes likely to reduce autonomy and creativity in marketing decisions – why or why not?
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