The programmatic buying and selling of advertising, automation, real-time bidding and the digital media are moving rapidly. More than 20% of all digital advertising is sold by one machine talking to another machine. This generates a substantial amount of opportunity to create effectiveness in the newly formed market and continues to drive advertising money into the digital world.
The advertising industry is progressing towards automation. Plenty of advertisers and marketers today are purchasing digital ads without speaking to any individual from the mass media, print and television industry. Programmatic or automated buying is rising not only because it makes ad transactions more efficiently but also because it can make them more effective, as long as the right kind of data is applied.
Ad buyers can use programmatic buying for ads across the web, mid-campaign, and evaluate what’s working best for them. There are a few factors which should be kept in mind, such as, geographical limitation, time zone, audience segments and publishers. All these factors will narrow down the target accordingly, so they have to pay only for the highly effective ads. This is an essential change over traditional ad buying, where a buyer decides to run a certain number of ads with a publisher and is sealed into the contract.
The behavioral targeting capabilities of programmatic systems are heavily secured in tracking cookies, which is a key difficulty when it comes to mobile, where cookies are unproductive. The limitation of the cookie is affecting many marketers that want to run their campaigns across mobile devices and desktop.
It is not just through social media platforms, but over the past few years, social media pages have gulped up programmatic ad-tech companies in selling the ads across the web. Some brands are planning to move all their display ad expenditure through programmatic channels. This led technology tycoons to build functionality that allows brands to buy more than standard banner ads.
However programmatic buying sometimes being ridiculed as a swamp of fraudulent, non-viewable, trash inventory, etc. Yet marketers’ internal programmatic ad buying is the fastest-growing kind of programmatic expenditure. You can get as gritty as purchasing only the top 10% of ads that are viewed for the longest time. Perfect news for the advertisers. The driving force behind programmatic is the digital delivery and data. If you ponder about where the digital display and video are, it’s easier to apply programmatic in those spaces.
