Regardless of how innovative or brilliant a piece of advertisement is, it will only have an impact if it reaches the intended target audience through suitable placements on the webpage. This is where programmatic marketing or advertising can come in handy, ensuring that both the publishers and advertisers make the most of the ad space on a website.
But what is programmatic advertising? What does it entail? And how does it work?
These are critical queries that any new advertiser or publisher may have when they step into the expansive world of digital advertising. Here are the answers to those questions and the benefits of programmatic advertising.
What is programmatic advertising?
So, what is programmatic advertising? The programmatic concept is that you can buy or sell digital (or online) ad space through an automated process. It is nothing like the traditional methods where you need to scout for available space on your own, find a reliable publisher, and negotiate reasonable prices.
In contrast, this process uses sophisticated algorithms to automatically use the digital ad spaces (sales and placements) within a fraction of a second. Moreover, the software incorporates traffic or visitor data and leveraged targeting that enables advertisers and publishers to enjoy greater accuracy, increased ROI, instant profits, and a range of other perks.
What are its key components?
The whole idea of the global programmatic industry is to bring advertisers and publishers from far away parts of the world together effectively. The concept is based on the three critical components.
- Demand-Side Platform or DSP – Used primarily by advertisers, this software enables media agencies and individuals to buy ad space on as many platforms as they desire.
- Supply-Side Platform or SSP – A unique platform helps publishers quickly sell mobile, display, and video advertising spaces in an automated process in real-time.
- Ad networks – Once the SSPs input available ad spaces (or inventories) into the exchange, the DSPs contact the exchange to allow agencies, advertisers, and various platforms to buy the ad spaces. Typically, the price is determined by a bidding process.
What are the benefits of using programmatic?
As established earlier, programmatic marketing is beneficial to advertisers and publishers, ensuring that they each make a good amount of money through automated digital advertising. Here are some benefits.
- Sensible spending
One of the most distinct and advantageous features of programmatic ads is that they are easily scalable for large and small businesses. Essentially, even those with a limited budget can spend on effective campaigns without overspending.
Moreover, flexible scalability enables publishers and advertisers to change how much they wish to spend on the ad spaces and ads, respectively, as per current market trends and personal preferences.
- Wider reach
With ad space being sold on millions of websites, programmatic advertising enables advertisers to have an enormous reach, unlike anything you can imagine. It is an incredible opportunity to reach numerous and diverse global audiences, determined by the needs and goals of the buyer. Hence, advertisers can sell on thousands of sites and enjoy excellent returns without paying anything extra.
- Transparent and efficient
An unbeatable benefit of programmatic advertising is that it provides an unmatched level of transparency for all parties involved. Invariably, you can see what your ad space is being used for, the type of audiences viewing the ads, and the exact ROI.
This kind of transparency plays a pivotal role in making the programmatic process highly efficient, ensuring that everyone has access to real-time reports and data.
- Targeted functioning
Marketers can segment various factors and target a wide range of audiences in programmatic using sophisticated methods. For instance, they use contextual targeting to ensure the correct ads appear on a website.
Likewise, behavioral targeting uses data that depicts shoppers’ interests, most-bought items, abandoned carts, and other purchase behavior to target the specific audience for an ad. Location and device-driven targeting are other methods that have proven to be incredibly effective.
- Instant industry and data insights
Since this kind of advertising is conducted through data, driven in real-time, marketers have access to the invaluable data real-time. The application helps them assess critical information and also make any necessary changes, ensuring that their ads bring in optimum revenue. Furthermore, it gives advertisers access to a complete and unlimited ad inventory across numerous networks, including private and premium ones with high-quality traffic.
All in all, programmatic marketing empowers companies to scale and manage their marketing campaigns at their will, so that they can increase the relevancy of their ads and use their ad space with an incredible ease.