Some of you may already know what programmatic advertising is but just in case we thought we would explain it for those who may not. Programmatic ads are done through the use of software or AI to buy digital advertising space. This connects publishers who own website domains with advertisers and takes the arduous task away from people having to manually do it. The software uses an algorithm to determine where the ad space is best for your target audience in order to increase your ROI. The brand gives the information of audience specifications, key performance indicators and information on the ad campaigns. The program will then create the algorithm to fit and find the perfect placements for your digital ads. After the ads go live, it will monitor and look for areas of improvement. This type of advertising couldn’t be more critical with the Google phase out of thirds party cookies. We are entering a digital era of personal information confidentiality and it’s only going to get harder to find your online audience with privacy at the forefront. This will be one of the best ways to get your ads in front of the right consumers. Here are some other reasons why it is important.
1. Real-time adjustments. Since it is being monitored, it can show how the ad is doing based on impressions and can be adjusted as needed.
2. Larger audience reach. Since there is purchasing power from any ad space, this increases the audience it will reach. Advertisers have a large pool of publishers, which will increase ROI as well.
3. Efficiency. Budget is better spent. “More relevant ads are served through targeting” (Publift). Taking the human out of the equation who has to search for, inquire, and purchase the spaces makes this more efficient. It is so much faster with software and will save the company money in the end.
The future is digital! Making sure your company is up to date on the newest software and techniques for their advertising is going to be a key component to their success. Taking advantage of software that performs programmatic advertising will save your brand money, streamline your digital ad space buying process and help you reach a wider audience than before. Why wouldn’t your brand want to take advantage of this when it seems like a no brainer right?! Happy advertising!
