Programmatic Advertising

Imagine opening a software, inputting your key performance indicator targets , then your budgets,your assets(pictures,videos etc), your target customer and then letting the software ensure that your advert is delivered to the right people when and where they are most receptive to your advertisement rather than the ‘spray and pray’ method used by most of the digital advertisers right now. This is what programmatic advertising is.

Alogrithms that have been written to make the digital advertisement buying, placement and optimisation more efficient. Advertisements are personalised based on each consumers unique interests and behaviours.Intelligent connections are made,insights are generated and performance optimised.

At the heart of every programmatic advertising platform is a proprietary machine learning algorithm that analyzes campaign inputs and user behaviour so real time campaign optimisations can be made and audiences that are most likely to convert are indentified and targeted.

Programmatic advertising helps advertisement buyers make data driven decisions and removes guesswork from the ad buying process.It creates efficiences byusing technology to optimise campaign success hence being great for your budget.It enables targeting accross different platforms and devices in real time.It enables consolidation of campaigns in one system accross devicess and formats so that you can visualize success in one place(if you have advertised on facebook, you know the capabilities it gives you when serving an ad such that you are able to serve it simultaneously on instagram and view insights together)

Programmatic advertising enables marketers to more effectively funnel meessaging accross desired channels and optimise share of attention to rech the most desirable demographics and use data to pinpoint new opportunities.

While programmatic advertising is a powerful tool, it is still in its infancy and not perfect. For example, there are concerns that it cannot guarantee ads would not be seen on extremist or offensive content.