Programmatic advertising buying has changed everything we thought we knew about online advertising.
What is programmatic advertising?
The use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically.
This means that the machines are taking place of the traditional process where humans did everything. Is this a bad thing? Some people might say so, but in the advertising world this is turning into one of the greatest things ever. These machines are proving to be more efficient and cost effective than humans ever will be. Removing humans from the process allows for less pressure and mistakes and it lets them to focus on other important things such as planning customized campaigns.
It may seem that these machines are replacing humans all together, but that’s not true. “Technology is being used to replace some of the more menial tasks that humans have historically had to handle, like sending insertion orders to publishers and dealing with ad tags, but they’re still required to optimize campaigns and to plan strategies.”
Marshall, February 20 2014by Jack, et al. “What Is Programmatic Advertising.” Digiday, 28 Apr. 2017, digiday.com/media/what-is-programmatic-advertising/.
As the world evolves, display advertising evolves as well. Technology has changed so much for us, for the better of course (well most of the time). Business’s never had this kind of reach to their audiences, but now everything can be accessed at the click of a button. Because it is so easily accessible, this means that business’s need to be at their best at all times.
One aspect of programmatic is guaranteed impressions. A price is pre-agreed by the buyer and seller before the impressions go live on the website. When the brand needs to amplify the message, or reach a different audience beyond the continuous campaign, marketers can bid for real-time impressions.
There are many people in this world to be reached and that is narrowed down by the demographics. When creating an ad to put you consider, what audience are you trying to reach, on what kind of day, on what scale and on what device.
Programmatic has enabled marketers to move from one straightforward media buy with a publisher to conducting media transactions on an impression-by-impression basis.