Real time marketing has been an emerging topic in the media and marketing community.
After the rise of real time media buying and real time monitoring of social media, we finally see a growing trend towards development of technologies that will deliver REAL TIME CONSUMER NEED STATES. Topic is now being discussed across most channels as a very important requirement within the profession.
The issue with real time is that is requires massive stream processing capabilities because number of connected consumers: In Europe, challenge is to update the need state profiles for more than 500'000 consumers per second at peak hour.
Availability of the 'real time need state' technology is coming soon in 2016. It will be a major achievement for the digital marketing and communication industry : It will definitely transform the way marketing strategies come to reality via programmatic advertising.