Programmatic media buying, marketing, and advertising is the process purchase and sale of advertising space in real time. Through this process, software is used to systematize the buying, placement, and optimization of media inventory via a bidding system. Programming the process means that it can be done in real time and doesn’t rely on the human touch, manual insertions, and manual trading.
The programmatic display advertising continues to change. For years the display industry was extremely split, making multi-inventory, large-scale campaigns tough to run. The creation of the demand-side platform changed this drastically, and meant the process for advertisers to reach publishers effortlessly was much enhanced.
Below are the five things that pushed marketers and advertisers to start spending more of their digital advertising budget with programmatic. You should know these 5 things in programmatic buying.
1. Improved tracking capacity
Advertisers can more effectually track where an ad is shown, what level of engagement it receives, and use this data to invest budget in the right areas. With more actual and accurate tracking abilities you can assign a smaller portion of your budget and still yield treasured insights and analytics.
2. High-quality inventory available
As the system of programmatic advertising becomes more and more popular, so too does the quality of the inventory proposition by publishers. While there was some primary indecision from advertisers to approve the programmatic method, programmatic buying has made its mark, with many publishers now sharing in real-time bidding.
3. Location Data
Targeting users based on their IP address, geo, which is great for B2B targeting by homing in on IPs of related businesses. Geo-fencing users and directing based on locality to specific locations. Reaching users who have been too detailed locations and messaging them after they leave
4. Real-time measurement
Advertisers can now measure precisely how their creative, campaign, and overall targeting is running as soon as it is launched. Unlike traditional advertising i.e. billboards, print advertisements, digital advertising through a publisher, etc.
- you don’t have to wait until the end of the campaign to learn your results and there won’t be any missing information.
- The entire path your digital advertisement takes will be viewable as soon as the campaign launches
5. Transparent reporting
This is extremely clear with programmatic. Transparency when using any service provider is essential. With budgets under constant scrutiny, it is important to deliver advertisers with a clear understanding of where their money is being spent and how it is performing. With the efficiencies that automation provides, money is spent directly on inventory rather than logistics. Reporting is also extremely clear, making it possible to instantly understand the value that programmatically brings.
- Programmatic advertising offers a layer of transparency that marketers and advertisers can’t get from traditional advertising.
- Advertisers can view all this information in real time. There’s no waiting until the campaign is over, lack of information, or unknowns. With one click of the mouse marketers and advertisers can view anything related to their live campaign.