• Ajay Mohan

What is Programmatic Advertising?



Effectively capturing the eye of consumers in today’s digital ecosystem is not any easy task, which is why we’re visiting discuss Programmatic Advertising today. There are many websites, applications and digital properties being viewed across a spread of channels, all day, everyday.


Having to use separate platforms to advertise on different channels and having to pick out the most effective places to place your advertisements within the digital world is an increasingly daunting task.


Programmatic advertising solves this.


Programmatic advertising is that the automated buying and selling of online advertising.


This automation makes transactions efficient and simpler, streamlining the method and consolidating your digital advertising efforts in one technology platform.


Programmatic platforms are growing their inventory and database such any format and any channel are often accessed programmatically today, including mobile, desktop, tablet, audio, digital outdoor and connected TV.


Targeting tactics are accustomed segment audiences using data in order that advertisers only get hold of ads delivered to the correct people at the correct time, and depend less on the “spray and pray” method of digital advertising. Computers and algorithms make the ad buying, placement and optimization process more efficient, remove mundane activities and curtail on time to plug.


An Example of How Programmatic Advertising Works IRL:


Advertiser Totally Tubular wants to sell more surfboards

It hires a programmatic advertising platform that's ready to identify online consumers by things like:

demographics (male / female / 18 – 45),

geography (3 min from a beach),

interests (surfing, saltwater, California),

behaviours (consume surfing content on their lunch break),

time of day (7-10PM)

weather (sunny)

device (smartphones)


The platform then uses real-time data to spot the simplest online audience(s) for the campaign and buys digital ad inventory through an auction supported everything available across multiple devices, in places the audience cares about.

Advertisements are personalized supported each consumers unique interests and behaviors.

Intelligent connections are made, insights are generated, and performance is optimized.


Should I care?


Programmatic advertising contributed US$25.48 billion to the digital advertising market in 2016, up from $17.5 billion in 2015, in line with eMarketer. By 2019, it's projected to succeed in US$45.72 billion, meaning the industry will have grown over two and a half times over just four years.


What’s the key to success for programmatic platforms?


At the guts of each programmatic advertising platform could be a proprietary machine learning algorithm that analyzes campaign inputs and user behavior so real-time campaign optimizations will be made and audiences that are presumably to convert are identified and targeted. variety of various varieties of data acquire play to boost the probability of a campaign’s success.


So, What Are The Benefits?


There are multiple benefits to employing a programmatic advertising platform for all of your digital advertising efforts. First and foremost, programmatic advertising helps buyers and sellers make data-driven decisions and removes the guesswork from the ad buying process.


Here are some additional benefits of programmatic advertising:


· It’s good for your budget. Programmatic technology creates efficiencies by using machine learning to optimize campaign success, avoiding ineffective inventory.


· Better targeting. you may be troubled to seek out a technology platform that enables you to focus on across as many various tactics, across devices, in real-time.


· Streamlined campaign management. Consolidating campaigns in one system across devices and formats allows you to visualise success in one place.


· Easy access to ad inventories. Advertisers are ready to access the optimal inventory across a range of exchanges directly, and permit the algorithm to try to to the work in bidding.


Is Programmatic the long run of Advertising?


Programmatic advertising enables marketers to more effectively funnel messaging across desired channels and optimize Share of Attention(R), to succeed in the foremost desirable markets and demographics, and use data to pinpoint new opportunities.


Through automation and machine learning, programmatic creates an environment that allows marketers to succeed in their most meaningful audiences more efficiently than ever before using digital media to deliver the most effective results.


However, programmatic isn't the long run of advertising, it’s already here. If you're not taking advantage of its potential in some capacity already you're missing out on the potential to save lots of money and see better performance in your online advertising campaigns.



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