What is programmatic advertising and is it the next big thing?

Programmatic advertising is precision-targeted automated online advertising purchasing and ad tracking through AI-powered network software platforms. The platform connects demand from advertisers and context-driven ad supply for specified buyer categories. Programmatic advertising uses automated technology and Machine Learning algorithms for media buying and selling. It utilizes user signals to ensure that ads serve the right audience in the right place, at the right time. Programmatic marketing platforms usually have four main components:

                         
  • Publishers who sell digital advertising on an SSP (supply-side platform).
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  • Advertisers who use a DSP (demand-side platform).
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  • Data management platform – DMP.
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  • Ad exchange that connects the systems for automatic buying and selling, as well as tracking campaign results.
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 Why is programmatic advertising worth the effort?

                         
  • It saves time and effort for your marketing team as the process is fully automated.
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  • The system targets the right users, so the ads are more effective.
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  • You can enjoy the larger reach for publishers.
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  • Programmatic advertising ensures a high level of transparency – you have total visibility over your campaigns.
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  • You have access to all information in real-time so that you can make decisions on the fly, for instance, adjusting campaigns when necessary.
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