Programmatic Ads: The Future of Digital Marketing

Programmatic is a term that has been doing rounds among digital marketers for over a decade. Recently in a statistic, it was revealed that over 72% of mobile display and online spending is through programmatic, and other media such as TV, online videos, radios are adopting for programmatic ads. Some of you may already be aware that programmatic elements have already been integrated with social media platforms.

What is Programmatic Advertising?
For people who are still not aware of Programmatic advertising, the automated transaction of media between one machine and another machine is Programmatic Advertising. This process is also done through specific targeting on audiences and demographic options.Programmatic ads are functioned with real-time bidding (RTB) and Artificial Intelligence for mobile display, social media advertising, online display, online video, and have started to expand their coverage to radio and TV too. The two distinct methods of Programmatic Ads are explained below:

1. Programmatic Direct:Purchasing Ads directly through a publisher-owned API (Application Program Interface) such as Twitter and Facebook or through existing DSP (Demand-Side Platform) such as Media Math, Double Click, etc.

2. Real-Time Bidding (RTB): Auction-based buying and selling of ads considering its real-time impressions in both private and open marketplaces.

Why Programmatic Advertising?

  • Effective targeting with efficient expenditure is the main benefit of Programmatic Ads. Programmatic media transaction can help us use online data such as browsing history, cookies, etc., and offline data such as loyalty card data, etc. for the purpose of placement of ads. For organizing the data and using the DSPs for automating the execution of media purchases, the data brokers match offline data with license data management platforms and online data.

Time is another important factor that you can consider in programmatic advertising. DSP helps in finding your audience and freeing the marketers, making it convenient for them to dedicate more time focusing on the creation of relevant and valuable content. Also, programmatic data-based targeting costs nearly half of the cost you pay for content-based targeting.

When programmatic incorporated with social media channels, you can experience all such benefits in social media platforms too. This also helps marketers to run campaigns in an effective manner by reaching a more precise set of audiences with accurate messages through automated transactions. With Programmatic, you can also target audiences based on their watch list.

However, what many people are not aware of programmatic is, they aren’t just limited to promoting posts and buying ads, but also have the capability to place sponsored videos and articles for the brands.

To top all the points, Programmatic has also taken over the Influence Media. Yes, Influence Media has also started to partner with numerous programmatic platforms like Google Double Click Ad, Open X, Media Math, etc. This makes the marketers pay the influence’s based on the view able impressions in their social media walls.

Programmatic Advertising – The Beginning of a New Era

With an increase in content space and decline in organic reach, targeting the specific audiences through social media has become difficult and expensive. Programmatic has become the Savior for the marketers to reduce the cost and to attract the audiences in an effective way. Let’s expect a revolution in the marketing field in the coming future, with Programmatic entering every platform. Still finding it hard to understand? You can always ask for expert advice from a well-established digital marketing team.

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