Understanding Programmatic Advertising
At it’s core, programmatic simply means “automated by a computer (program).” An irrigation system that is scheduled to water the lawn at 6 a.m. is programmatic. A DVR set to record The Big Bang Theory is programmatic. Even having a contact programmed into your phone is programmatic. All of these things automate a manual process using computer programming.
For our purposes, programmatic media typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. Programmatic marketing uses machines to buy ads, basically (Digiday).
Why is this important? Because efficiency in media buying and creative execution are increased using software and automation. Programmatic can handle both the routine (placing an order) and the complex (bidding on a user in less then a handful of milliseconds) allowing for advertisers to take advantage of a range of tactics.
Programmatic advertising makes ad inventory and consumer data available for sale in exchanges to publishers while allowing advertisers to buy highly-targeted ad impressions efficiently using software. Programmatic makes it possible for the customization of audiences.
Have Questions About Programmatic Advertising?
If you have a question about how programmatic advertising could help grow your business this year? Reach out and let us know. We’re here to help you succeed!