Programmatic Ad Buying: Exploring the Benefits

Stephanie Savino, Digital Media Planner

Why is Programmatic Ad Buying an Important Advertising Trend?

Programmatic ad buying is the automated process of buying or selling online advertisements at scale. It has become increasingly more popular in the digital space as a way to purchase inventory, as there are many benefits to the advertiser and the seller. Audience targeting is key with programmatic buying, and allows us to drive campaigns to successfully reach our client’s goals with limited waste.

Using Programmatic Media Buying Tools

One common form of programmatic ad buying is real-time-bidding (RTB), which is the process of purchasing ads through computer-run auctions. Both real-time-bidding and other forms of programmatic buying such as paid search and retargeting are used for maximizing reach, and minimizing waste through the possibility of extensive targeting and optimizations. In fact, according to Quarticon.com, the number one advantage of programmatic ad buying is this extensive targeting and ability to eliminate waste. “The most revolutionary aspect of programmatic buying is that it allows an advertiser to serve one specific ad to one single consumer in one single context. Marketers can precisely determine which consumer gets to see which ad and when.” Advertisers realize that they need to reserve ad dollars for those consumers who will actually be receptive to their message, and engage, which will in turn increase their ROI. For these reasons, programmatic ad buying is the future.

How Programmatic Ads Are Pushing the Boundaries for Cross-device Advertising

With improving attribution models, users can now be tracked cross platform, across multiple channels, in a more cost efficient manner. Conversion based campaigns priced on a Cost Per Lead (CPL) or Cost Per Acquisition (CPA) can now have more accurate reports and data insights due to these exceptionally efficient programmatic media campaigns, according to Bench Marketing. One platform we continue to see growth in on a day to day basis is mobile advertising. As advertiser’s try to find ways to follow and reach the on-the-go consumer, it has allowed mobile apps such as Pandora, Spotify, Snapchat, and even Waze to thrive in a RTB environment, and these are just a few examples. Expect this to continue with wearable technology trends, such as smartwatches and even smart glasses, looking into the future.

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