If you’ve ever wondered how an ad you see while streaming your favourite show also shows up on social media sites, YouTube, websites, magazines, and newspapers? Say hello to Programmatic Advertising!
So how does it work?
Programmatic advertising essentially takes the manual work out of the marketing equation.
Instead of approaching each publisher separately, as you would with traditional marketing, and choosing a suitable option, you can create just one ad, sign up for a programmatic platform, choose your target audience, and the platform will take care of the rest.
Programmatic marketing is essentially the practice of using automated bidding and placement platforms that buy and sell digital ad space in real time.
Why is it useful?
Compared to traditional advertising, programmatic ad buying is efficient. Traditional marketing involves human negotiations, ad buying, and interaction with salespeople which adds to cost. Programmatic advertising utilizes machines for this process removing human inefficiency.
In addition, since measurements and results can be seen in real-time, advertising budgets will only be spent on what you know will be effective and campaign management will be consolidated and streamlined too.
For example, if the algorithm determines that the most effective placement of the ad is on Facebook, then that is where it will be placed.
Programmatic marketing is especially useful for B2B campaigns as the target audience is much smaller or more specialised and therefore the data-driven approach is very well suited.
There are many more aspects to programmatic advertising including a variety of ad types and platforms to choose from. Make sure to check out our blog page on jgsw.com.au as we dive into more detail on programmatic advertising and a range of other topics so you can start working smarter, not harder!