Programmatic Advertising

As the industry evolves and adapts to an ever-changing marketplace, programmatic advertising is becoming increasingly important. Programmatic advertising means using artificial intelligence to automate ad buying so you can target specific audiences. Automation is much more useful and faster, which means higher conversions and lower purchase costs. Multiple hand-guided search ad campaigns took three or four goals into account: the keyword, we get today's place. Tools such as on-demand software platforms can use hundreds of targeting signals for individual ad delivery, and even target lifestyle or navigation controls when integrated with customer data platforms. Not only are the results better, but they are also "fulfilling" the tasks of the robot, also freeing up time in your schedule to handle other tasks. That's automation at its best. Programmatic marketing can provide access to all information and use it to send the best ads. The target group of consumers can literally be satisfied, for example men from 20 to 30 years old who go hiking are married and drive a particular car model.

Tomislav Cop

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Published in

Digital Reflections

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4 min read

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Jan 13, 2023

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Programmatic marketing is focused on who will see the ad. By now, you could lease a certain space on a website and any visitor to that site would see the same ad. Programmatic advertising allows different visitors to see different ads in the same website space, depending on their interests and preferences, which is a great solution for businesses with a wide variety of products. Instead of making the order for the ads, the programmatic ads are bought automatically, through software, which is much faster than a human hand can. In this way, a large amount of data can be inputted and processed continuously, often from multiple sources at the same time, in real-time. Furthermore, as the campaign goes on, more and more information is obtained about the type of customer, the location of the purchase, and the time of day when the campaign has the best effect. This information returns to software that is currently being customized, making the campaign more efficient and accurate over time.

It is important to emphasize that no matter how much software marketing is done in programmatic marketing, the campaign will not be successful without creative people. Programmatic marketing, like other advertising strategies, has the ability to place multiple different ads for the same product and real-time tracking of which ads are most effective. It is therefore essential to respond quickly, prepare as creative creative as possible, and regularly review it.

Digital advertising is changing its face so fast that, according to e-Marketer, by 2020, 86.2% of US digital ads may be programmatic.

Of course, there are also glitches in programmatic advertising. An adposition may be a poor position for an ad, for example, at the bottom of the page, with hard or no inventory being sold, which explains the lower cost. With respect to automation, models have emerged to exploit advertisers’ negligence, such as ad fraud. For example, domain masking is often used to give the advertiser the impression that ads are being displayed on a reputable portal, while in fact ads are being displayed on low-quality pages with potentially very dangerous brand content.

Programmatic is susceptible to mass fraud. According to statistics, 35 to 65% of all such clicks are false from click farms and bots from third countries.
Marketing has entered a swamp where no one else trusts anyone (properly) while everyone is pulling to their side praising their horse. We need to find new ways that will be of real benefit to advertisers because today’s offer is inefficient in 90% of cases. In my opinion, programmatic advertising is a bright future, and that media planners and customers who do not start shopping programmatically will be in serious danger of losing their jobs because they have become obsolete. Planning and buying, as we already knew by now, are decided on the basis of an understanding of the characteristics of the media and the target audience they are attracting. This will be replaced by quantity-based technology, which among other aspects of automation. Instead, they look at how users are meeting their campaign goals to determine where their ads should appear and where they don’t appear. Programmatic advertising will certainly give us great results if it respects the user of that media.