This document discusses how marketers can leverage their marketing data across different channels like display, social media, mobile, and video using programmatic advertising. It notes that while big data means a large amount of unstructured data, programmatic marketing can make this data actionable. Specifically, the document highlights that a programmatic advertising platform called Chango connects marketers with customers in real time across these different channels using the large amount of data collected, including over 20,000 GB of data daily and 1 trillion page views monthly. An example scenario is provided showing how an omni-channel customer experience could work in the future using live customer data and programmatic advertising.