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Programmatic Advertising

What is Programmatic Advertising

The term Programmatic Advertising refers to the use of specialized software that is designed to assess, select and purchase advertising space in place of a human counterpart or a staff of individuals responsible for the same.

How does Programmatic Advertising work?

There are a number of ways that Programmatic Advertising can be used. It can be employed as a dynamic part of your advertising strategy, such as with real-time bidding software, or simply as a way of cutting down on menial tasks such as the setting up of orders or insertion of ad tags.

Benefits of Programmatic Advertising

The main benefit of Programmatic advertising is its ability to contribute to the efficiency of an advertising campaign. As well as reducing the amount of human labor required, this kind of software is also able to effectively monitor the impact of adverts and enact improvements and changes when necessary. Due to the impressive leaps in both effectiveness and efficiency seen by companies who have employed Programmatic advertising in their marketing campaigns, the use of this kind of software has now become widespread and is having a dramatic impact on the industry as a whole.

What is Programmatic Digital Advertising?

Programmatic digital advertising is the automation of buying and selling media inventory using artificial intelligence (AI) and real-time-bidding (RTB) for online display, mobile and video games. Programmatic technology holds distinct opportunities for digital marketers in the form of improved media buying and precision targeting because it leverages data to continuously optimize ad campaigns based on performance over time.

What is Programmatic Video Advertising?

Programmatic video advertising refers to automated, real-time buying and selling of video ads. With screens all around us, video is an ad format that is at the forefront of digital advertising. Programmatic video advertising links content providers and advertisers with consumers in real-time, to deliver the right message, at the right time, and at the right place. A programmatic platform can connect video inventory to audiences across any screen and any ad format, including smart TVs, in-app environments or existing video platforms.

Programmatic Advertising Companies

Programmatic is changing the way advertising companies work. Programmatic ad buying has allowed advertisers to get comfortable with the science of attribution. Advertisers no longer have to worry about the number of ads that they have put out. Automated real-time buying and selling of media inventory include added capabilities like viewability, digital gross rating point (digital GRP), organic search lift and attribution modeling. These can all provide insights into what target audiences did after viewing an ad, perception changes and what performed at what cost, as well as what did not.

What type of data does Programmatic use

The foundation of programmatic advertising is based on personalization and the ability to automate media buying in a relevant way for the customer. Having an understand of the customer, by drawing behavioral insights from data, is the key to an efficient programmatic advertising strategy.

The three tiers of data to consider for programmatic advertising are the following:

First-party data
This is the advertiser’s own data on the customer
Second-party data
This is data collected by a constituent of the company, such as an agency. The second-party shares the data with the advertiser to help form a programmatic strategy
Third-party data
This is data that is available to the public at a cost and is usually sold on a rate card basis.

Data-driven programmatic advertising enhances targeting. In digital out-of-home (DOOH) for example, there are a variety of triggers that can be used: time of day, weather, stock trends, outcomes of sports events, face detection, etc.

The future of Programmatic and facial data

Facial analysis is a computer vision technology that is powered by artificial intelligence (AI), and has already started revolutionizing the ad industry. Its use will only become more widespread as advertisers strive to further personalize and humanize the marketing experience. For example, consumers walking past billboards can now see and hear real-time, personalized marketing based on their genders, ages and even moods.