How Programmatic Advertising Has Changed Digital Marketing

If you want to build more effective advertising campaigns that spend budget efficiently and hyper-target the right consumers at the right time, programmatic advertising is the best option for your company.

Simply put, programmatic advertising refers to the use of software to buy digital advertising space. This process involves trained advertisers using machines and algorithms to purchase display space, rather than relying on guesswork. 

But what is the difference? Isn’t this the process that occurs once an advertiser loads their advertising campaign onto a platform like Facebook or Google? The simple answer is no, it is not.

What makes programmatic advertising better?

Computers and algorithms make the ad buying, placement and optimization process more efficient for experienced advertisers by removing mundane activities and therefore, allowing advertisers to cut down on getting ads into the marketplace. This system will determine where your ad money is best spent. All you have to do is feed your programmatic solution some info about your campaign as well as key performance indicators and you're all set.

In 2017, US companies spent an estimated $33 billion on programmatic advertising (this accounted for 84% of all digital display ad spend).

The key to the success of programmatic advertising is that the system will not only launch your campaign, but it will also monitor your ad spend to look for areas of improvement. This process involves making data-driven decisions and removes the guesswork from the ad buying process.

But where do programmatic placements live? These platforms have been growing their inventory and placement database, which now include mobile, desktop, tablet, audio, digital outdoor and connected TV.

So, why should you integrate programmatic advertising into your digital strategy? What’s the elevator pitch? Here are the top three reasons to make the leap:

  1. Better targeting: You will be hard pressed to find a technology platform that allows you to target across as many different tactics, across devices, in real-time.
  2. Streamlined campaign management: Consolidating campaigns in one system across devices and formats allows you to visualize success in one place.
  3. Easy access to ad inventories: Advertisers are able to access the optimal inventory across a variety of exchanges at once, and allow the algorithm to do the heavy lifting in bidding.

Programmatic advertising is the best option for seasoned advertisers when coupled with a customized strategy, eye-popping creative, and email marketing to support your digital marketing efforts. This makes working with an agency with experience managing programmatic advertising platforms the perfect solution for your business.

Are you ready to take the next step with your digital advertising campaigns? Reach out to our team today to learn more about programmatic advertising and how it can take your business to the next level.



About the Author:

Aaron Lieberman is our Digital Marketing Manager at Blue Door and helps strategize, execute, and report on all digital marketing campaigns on behalf of our clients.