Get your online ads to the right audience with programmatic advertising services.
Don’t spend hours perfecting digital ads only to be shown to the wrong audience. Programmatic advertising can help your ads reach their full potential by getting them to the right audiences.
What is Programmatic Advertising?
Programmatic advertising is a subset of programmatic marketing. Programmatic advertising is when businesses use technology to automate media buying and digital ad creation. Traditional methods involve proposals, quotes, and negotiations, which take time and resources. Programmatic advertising uses AI and algorithms to streamline the buying and selling of online display space.Â
Companies investing in programmatic media buying and advertising use various tools. Common tools include demand-side, supply-side, ad exchange, and data management platforms.Â
- Demand-side platforms (DSPs) allow advertisers to bid on and purchase digital ads from various publishers. Programmatic buying uses data to find the best ads and removes the contacting and negotiating aspect with individual publishers.Â
- Supply-side platforms (SSPs) allow advertisers to sell their ads at a predetermined price through online auctions.Â
- An ad exchange is a digital space for publishers and advertisers to buy and sell ads and ad space.Â
- Data management platforms (DMP) help businesses understand the data behind ads and audiences to improve ad campaigns.
Benefits of Programmatic Advertising
Businesses are investing in digital ads more than ever. Taking advantage of programmatic advertising can elevate your digital marketing campaigns. A strong programmatic marketing campaign gives you a higher ROI and ultimately grows your business in a scalable way.Â
Advanced Targeting Options
Not only do programmatic ads streamline the buying and selling process, but it puts your ads in front of the right audiences. Programmatic ads use data for precise targeting, giving your business a high return on investment (ROI). And once an ad is successful, you can easily scale advertising to grow with your business. Â
Scale Quickly
Programmatic advertising is scalable, making it ideal for small businesses. Programmatic ads have adaptable campaign budgets. As ads become more successful, businesses can increase the budget and scale the ad to reach more customers across more formats.Â
Multiple Formats
Part of the way programmatic ads reach a larger audience is by placing ads in multiple formats. Instead of focusing on a singular campaign, programmatic ads can use different media formats to connect with more people. Popular ad formats include audio, video, display, and connected TV.Â
Real-Time Reporting
Programmatic ads allow you to instantly view ad impressions and click-through rates to determine the success of an ad. They provide real-time reporting to analyze your ROI and decide if it’s providing the return you need. If the ad is successful, you can easily scale it. If it’s not, you can take it down and make changes.Â
Saves Time
A major reason businesses love programmatic advertising is because it takes out manual negotiations. You don’t have to contact multiple publishers and agree on prices, saving your company time and resources.
Cost-Effective
Programmatic campaigns have adaptable budgets. When you start a campaign, you set a budget for how much you can afford. The campaign runs on your budget, and thanks to real-time reporting, you can view the effectiveness of your campaign. If the ad goes well, you can easily increase the budget, making it a cost-effective option.Â
Programmatic Advertising Platforms
There are several different types of programmatic advertising campaigns. A few common approaches include:
Display Ads
Display advertisements are the most common form of programmatic ads. This ads are digital ads found on websites and apps. Most display ads appear as a header, footer, or sidebar.Â
Video Ads
Video ads are like commercials. They are videos that advertise a product or service and show up on online videos, like YouTube videos.Â
Native Ads
Native ads are non-intrusive ads. They appear on third-party websites and provide value to the targeted audience. Native ads often blend into the rest of the content on the website.Â
Connected Television Ads
Connected television ads are video ads that come on streaming services. They reach larger audiences than traditional video, bringing your ads to bigger screens.Â
Audio Ads
Audio ads are ads that people listen to. They come on audio programs, like podcasts or music radio.Â
FAQ
What is programmatic advertising?
Programmatic advertising allows you to automatically buy and optimize digital campaigns rather than buying individually from publishers.
What is programmatic media buying?
Programmatic media buying is the automated process of buying digital ad space. Programmatic media buyers remove tedious parts of media buying, such as contacting and negotiating with publishers.
How does programmatic advertising work?
Programmatic advertising uses real-time data to identify the best online audience for each campaign. Companies can buy programmatic ad inventory through an auction via a DSP or SSP. AI optimizations replace human decisions in negotiations. Advertisers and publishers increase transparency and efficiency.
Is programmatic advertising worth the investment?
Every company is different, but nearly every business from any industry can benefit from programmatic advertising. Unlike traditional advertising methods, you don’t need a large budget for a successful ad campaign. If you work with a programmatic agency, they handle campaign management and creation.
