We call them contextual apps, but they’re much more. They’re the first iteration of the future, here today, of programmatic consumption in which algorithms will automate consumers’ decision-making.
Instead of buying on the basis of their own evaluations and heuristics, consumers are using technology to do that for them. This offloads the costs of time and attention while providing the benefits of relevance and timeliness. Consumers are relying on predictive contextual apps for assessing alternatives, and soon enough, for placing orders, too. These algorithms are nothing but programs, just like those used with increasing frequency by marketers. Programmatic marketing is being matched head-on by programmatic consumption. With gathering speed, the marketplace is moving from marketer-to-consumer relationships to algorithm-to-algorithm interactions. …
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