Programmatic marketing is one way of targeting the types of market that you like to show your ads to which may encompass segments across demographics like gender, age, social standing and so on. Like with paid search, you can limit as well the ads to times of day as well as frequency. In fact, you can also get to decide publishers you want your ads to show and with this, you only need to pay for effective advertisements being delivered to the right people, at the right time.
It is actually a change from the conventional ad buying because no longer the buyers agree to run certain number of ads with the publisher and locked into contract.
The algorithmic sale and purchase of advertising space in real time is called programmatic advertising, media buying and marketing. And during the process, software program is being used to automate the placement, optimization and buying of media inventory through bidding system. Automating the process also means that this can be done in real time and does not have to depend on human touch, manual trading and manual insertions.
Programmatic media buying makes it possible for the brand/owner to tailor specific message and be creative to the right person in the right context, at the right time by using audience insight from brand around the type of audience that they like to target. This methodology has to deliver higher level of precision as well as personalization of media and messaging which then results in a more efficiently targeted campaigns and less of spray and pray method of digital advertising which is actually less targeted and is based on sheer volume.
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Keeping a high level of programmatic advertising is much more about driving efficiencies in resource and spending. The ad buyers are buying digital advertisement space manually for their clients so once again, using human touch. Programmatic makes the placement, optimization and buying of the process be more efficient because this is done through algorithms and computers that then removes mundane areas of dealing with tagging requests, insertion orders and hope that it cuts down on time to market as well.
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Programmatic real time buying however is a lot different to pay per click as this is done mainly for display advertising. Again, it is an automated way to transact media that is sold and bought via technology platforms real time. As for the RTB process is set, so as the seller of ad space or publishers, making the space available for advertisers/brands or buyers who bid for that space.