Programmatic advertising is an automated buying and selling of online advertising. So to say it is real-time bidding. Ads were usually sold manually, which is time-consuming and not a transparent procedure. Programmatic advertising allows the sale and buy process to be fast and safe. First-party data allows segment audiences that is a great targeting tactic. Moreover, here advertisers pay for impressions or ads delivered to relevant audiences that are profitable and fair.
Programmatic Advertising Benefits
- Enhanced efficiencies of advertisements;
- Increased scalability;
- Efficient cross-device campaigns;
- Decreased advertising costs;
- Reduced launch time;
- Faster reporting times;
- First- and third-party data sets leveraging;
- Increased audience reach;
- Data insights collecting.
Example of Programmatic Advertising
A particular advertiser wants to sell more bicycles. With the help of a programmatic advertising platform it is possible to identify potential clients taking into account the following factors:
- Demographics (gender and age)
- Geography (urban or rural area)
- Interests (active leisure, professional sports),
- Behaviors (prefer sports content, competitions)
- Time (suitable for cycling)
- Weather conditions (preferably sunny)
- Device (smartphones).
With the help of platform analysis of potential audiences, the client can buy personalized ad inventory. Real-time data and optimized performance make programmatic advertising a great solution for many businesses.
