Today, though, transformative advances in all those respects—and a growing realization that the next “new era of marketing possibility” may be just around the corner—have positioned the digital media ecosystem at the verge of an effective tipping point. At its apex: widespread adoption of the programmatic approach, through which media buyers and sellers align organizational processes with automation technology in support of ongoing, channelagnostic customer engagement (and allowing for the continuous optimization of that effort as business strategies evolve).