Introduction:
Capturing the attention of customers in today’s digitally advanced ecosystem is not easy, which is why programmatic advertising is used. There are various apps, websites, and digital properties that are being seen across many channels, every day.
This means there is a need to use different platforms to give ads on different channels and choosing the best places to put the ads in the digital world is a very hard task. Programmatic advertising solves this problem.
Programmatic advertising is the automatic selling and buying of online advertising. This makes the transactions effective and efficient, making the process and digital advertising efforts in one platform.
What is programmatic advertising?
The use of machine learning and AI to buy advertising, instead of pre-setting prices and human negotiations is called Programmatic advertising.
Programmatic platforms have grown in the database in such a way that any channel and any format can be programmatically reached today, including desktop, mobile, audio, tablet. Connected TV and digital outdoor.
Should we care?
Programmatic advertising raised $25.48 billion in the market in 2016, which was more compared to $17.5 billion in 2015. By 2019, it is hoping to reach the US $45.72 billion, meaning that it grows more than 2.5 times over in just 4 years.
With VDO.AI’s experts, a new dimension can be added to your advertising campaigns by upgrading the supply chain and therefore increase the efficiency of buying ads.
What’s the success secret for programmatic platforms?
Programmatic advertising has a machine learning algorithm that analyzes user behavior and campaign inputs to make optimizations. Several types of data come forward in enhancing the probability of success of a campaign.
What Are The Benefits?
There are many benefits to using the programmatic platform. It helps sellers and buyers make informed data-driven decisions and makes sure there is no guesswork in the buying process.
Following are some additional benefits:
- Better Targeting: try to find a technology platform that allows targeting many different tactics, in real-time, across devices.
- Streamlined campaign management: Combining campaigns in one system across formats and devices allows visualizing success in one place.
- Easy access to ad inventories- People can get the inventory across different exchanges, and permit the algorithm to do the heavy lifting in bidding.
Is Programmatic the Future of Advertising?
It enables marketers to funnel messages across channels and optimize the share of attention, to get the most wanted markets and demographics, and make use of data to get new opportunities.
Through machine learning and automation, programmatic creates an environment that helps the marketers reach their desired audience more than ever before digital media to get the best results.
However, programmatic is not the future of advertising, it’s here. If the advantage of its potential is not taken in some capacity then they are missing out on the potential to see better performance and save money in online campaigns. Video publishers are taking advantage of this, we should too.
What is Programmatic Targeting?
- Contextual Targeting- Shows ads based on the contextual part of a website.
- Keyword Targeting- A form of contextual targeting that believes in serving ads based on keywords.
- Data Targeting- Ads that are based on user’s cookies instead of the context of a website.
- Geo-Targeting- Brands use this targeting to find consumers that are near their locality.
- Retargeting- A potential consumer visits your site a cookie is placed on the computer. This can be used to display ads to this specific person, rising chances to return to buy from them.
What’s next for programmatic advertising?
Self-Service Platforms
Such platforms make it simpler for smaller companies to compete with companies with larger budgets.
Programmatic ad-tech is a fast-rising thing in the advertising industry. It’s discovering a new dimension that was largely inaccessible for small companies.
In-house Revolution
With such platforms, brands are building methods to take their programmatic ad in-house rather than going through middlemen or media agencies.
Conclusion:
Programmatic advertising is the automatic selling and buying of online advertising. The use of machine learning and AI to buy advertising instead of pre-set prices and human negotiations is called programmatic advertising. Some benefits include better targeting, streamlined campaign management, and easy access to ad inventories. Programmatic targeting includes (contextual, keyword, data, Geo), (targeting) and retargeting.
