What is Programmatic Advertising?
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It is next to impossible to capture the attention of consumers in today’s digital ecosystem because of the number of distractions. There are more than 1.9 billion of websites and millions of applications and digital properties across different channels. They are being viewed and in use on an everyday basis. Therefore, it makes sure that your advertisement not only reaches the audience but is also retained by them. Also, an advertiser has to decide among different platforms to advertise. Having to select the best places where you can put your advertisements in the digital world is an increasingly unsettling task.

Programmatic advertising can be a rescuer in such a situation. It is an automated buying and selling system for online advertising. This automation makes the transactions more efficient and more effective. It not only streamlines the process but also consolidating your digital advertising efforts for one technological platform.

Programmatic platforms have been growing their inventory and database for many different formats and channels. They can be accessed easily via mobile, pc/laptop, tablet and other audio and digital platforms.

Targeting tactics play an important role here as they are used to divide the audience based on historical data so that advertisers can target their relevant audience. Also, they ensure that these ads are delivered to the right people at the right time.

How does Programmatic Advertising work?

Most importantly, the audience is classified into different categories. These categories can be based on demographics, geography, interests or behavioural patterns, etc. Real-time data is used to identify the target audience.

Now, the digital ad inventory is bought through an auction-based on everything available across multiple devices.

Thereafter, advertisements are personalised based on consumer’s interests and behaviours.

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Why use Programmatic Advertising?

There are numerous benefits. Some of them are:

    1.   Programmatic Advertising helps buyers and sellers to make data-driven decisions and removes the aspect of the guesswork from the ad buying process.
    2.   It is budget-friendly.
    3.   Programmatic technology improves efficiency as it uses machine learning to optimize campaign success. It can easily avoid ineffective inventory.
    4.   It helps in targeting in real-time. It allows you to target across as many different tactics and devices.
    5.   Programmatic advertisement streamlines campaign management. It consolidates all campaigns in one system. It also helps to visualize success in one place.
    6.   Easy access to the ad inventories. The advertisers are able to access the optimal inventory across a variety of exchanges all at once.

Programmatic advertising allows marketers to spread the message very effectively across desired channels while focusing on the targeted audience. It uses collected data to find new opportunities. Also, programmatic creates an environment that enables marketers to reach their most meaningful audiences more efficiently than ever before using digital media to deliver the best results due to automation and machine learning. Programmatic advertising is constantly evolving. A large number of options available make it the most favoured one by the advertisers.