An All-Encompassing Guide To Programmatic Advertising
Programmatic advertising is the talk of the town at the moment. Personnel utilizing online advertising cannot stop raving about it and rightly so as this advancement has completely changed the landscape. In case you or your business are involved in the online ads scenario but are not completely up to date about the ongoing events in the world of programmatic advertising you’ve landed at the right place. We are here to discuss the what, where, why, how and who of programmatic advertising. So hop on and enjoy the ride.
What is programmatic advertising after all?
Irrespective of the creativity or the brilliancy element in the ad, the appropriate placement of the said advertisement is the only way it is going to be seen by the intended audience. Hence purchasing the best ad space at the perfect price and targeting the right audience is the crux of the matter really. This is where the new media buying tool jumps to fruition: programmatic advertising.
In layman terms, programmatic advertising is defined as the automated selling and buying of online advertising but if we dig deeper it’s much more than that. The arena or market for digital ad spaces is run by ad exchanges that operate customized auctions which bring together the two parties involved in the transaction. First, the advertisers who wish to purchase the ad space on the internet and second, the publishers who own the website that possess the digital space to sell.
The adoption of programmatic processes acts as a game-changer and takes the experiences up a notch. The utilization of algorithmic software which handles the sale and placement of digital ad impressions through ad exchange platforms faster than you can blink i.e. in a fraction of a second. It also integrates all the traffic data and online targeting practices to bring back impressions with accuracy, efficiency and scale. The outcome of the implementation translates to a better return on investment for both advertisers and publishers alike.
Why should you heed attention to this process?
To be extremely blunt and straightforward, programmatic ads are simply more efficient. It provides a faster as well as smarter alternative to manual digital advertising. Prior to the utilization of this technique ordering, setting up and reporting on ads had to be carried out manually. The negotiations, when done manually, put both advertisers and publishers in a serious struggle for the appropriate management of the ad space and the negotiations often become extensively time-consuming.
Approximately 62% of marketers were using the programmatic ads to adhere to core brand objectives to boost the budget by an average of 37% within a two year period. We can see the growth of the practice through the following image. A solid testament to this medium’s exponential growth can be gauged by the fact that a substantial 85% of the digital display advertising was negotiated through programmatic technology in 2020. As per eMarketer, the expenditure is expected to grow to 86.5% of all digital display ads spend in 2021 notwithstanding a downtime due to the pandemic.
The future holds high hopes for programmatic advertising as John Lincoln, CEO and founder of SEO company Ignite Visibility explained on Inc:
“Programmatic advertising is designed to do away with old-fashioned, hit-or-miss campaign design. That system was notorious for costing marketers way too much money. The system will not only launch your campaign, but it will also monitor your ad spend to look for areas of improvement.”
Click here to continue reading…
*Disclosure: This article may contain affiliate links or ads, which means we earn a small commission at no extra cost to you if you make a purchase through these links. These commissions help support the operation and maintenance of our website, allowing us to continue producing free valuable content. Your support is genuinely appreciated, whether you choose to use our links or not. Thank you for being a part of our community and enjoying our content.
PLEASE CONSIDER SHARING THIS ON YOUR SOCIAL MEDIA TO HELP OTHERS LEARN MORE ABOUT THIS TOPIC. SIMPLY CLICK BELOW!
