Brands and businesses face various types of competition to operate the business profitably within the digital ecosystem. Advertising can help brands gain visibility which is essential to stay ahead in the race, but capturing attention in the digital space is a daunting task. When and where to place the advertisements is never easy to decide, and ensuring that it displays at the right time is highly challenging. Millions of websites, digital assets, and applications flood the digital space across numerous channels. How can you make your advertisement stand out from the crowd? No manual methods will work because it is beyond human capabilities to figure out the solution. And this is where programmatic advertising comes into the picture. Using technology lets you solve the complex advertising puzzle as you will know the right time and places for the ads to appear on various channels.
What is programmatic advertising?
The traditional advertising method consists of steps like floating requests for proposals (RFQ), inviting tenders, receiving quotations, analyzing the quotes, and order finalization. The process is manual and lengthy, which cannot match the demands of speedy activities in the world of digital advertising. Everything happens quickly in the digital world, and advertising is no different. Programmatic digital advertising is about buying and selling online advertisement spaces. It is a sophisticated way to place advertisements online at affordable cost, the right places, and the right time by using some software. Advertising success depends on the return on investment (ROI), and the technology used for posting online ads ensures better ROI.
The automated process uses traffic data and other relevant data to drive impressions at a scale that ensures the proper returns. The software streamlines the process of advertising by making transactions more effective and efficient by consolidating your efforts in digital advertising in a single technological platform.
The working methodology
To launch an advertising campaign by using technology, the first thing to do is to use the services of a programmatic advertising agency or platform. The agency uses software that collects and analyses advertisement-related data. Since advertisements target viewers, the software collects various viewer data about demographics, geography, interests, behavior, time of day, weather, and devices.
The data reveals a complete picture of the target audience’s profile, such as gender, age, hobbies and interests, the online behavior of the audience, surfing or browsing hours or time of browsing, the device used, and weather. The software analyzes the compiled data in real-time to identify the group of audience that would be best for the ad content. Going ahead, the software buys digital ad inventory by participating in auction sales and spotting the places that are best for connecting with the audience.
The advertisements address the unique interests and behavior of the audience that helps to make intelligent connections, generate insights and optimize performance.
The above is the brief answer to how does programmatic advertising works?
Using technology is a must
It will not be wrong to say that all the online advertisements that you see are powered by automated technology. Programmatic advertising holds the center stage for digital advertising as numbers reveal that it contributes to 88% of advertising by using digital displays in the US alone. It is unthinkable to launch display campaigns without using programmatic technology.
The secret of success for programmatic platforms
All programmatic platforms use algorithms aided by machine learning and artificial intelligence (AI), and each platform uses proprietary algorithms. The algorithms can analyze user behavior and campaign inputs in real-time that help to optimize campaigns on an ongoing basis to identify and target a specific audience. As a result, the chances of conversions increase many more times. The technology uses a variety of data to increase the chances of success of a campaign.
The benefits
Using a programmatic platform for all kinds of digital advertising has multiple benefits. Since all decisions of buyers and sellers are data-driven, it eliminates guesswork from the buying process and makes every dollar work the most. You know what you are buying, and its gains become pretty visible from the returns captured through higher conversions.
Most importantly, programmatic advertising streamlines campaign management to ensure better audience targeting.
