Programmatic advertising is the automation of the buying and selling of online advertising while cutting out third-party publishers. While a costly investment, programmatic advertising is a rising competitor to traditional channels of advertising as it comes with a variety of benefits that may make it worthwhile for your business.
Provides real-time analysis
Programmatic advertising runs on digital and instant online platforms and allows both advertisers and audience members to review campaigns in real-time. As well as having an automated real-time bidding (RTB) system for display space, programmatic advertising relays data to advertisers on the success of the campaign.
For example, it may show you how many people have viewed your advertisement, expressed an interest in it, and its effectiveness with particular demographics. Advertisers can then utilise this data and improve their campaigns in real-time. Programmatic advertising allows advertisers to understand their target audience without directly communicating with them.
Increased reach
As programmatic advertising is an automated online system with the ability to reach dozens of social platforms globally, it offers a greater reach than traditional channels of advertising. Advertisers can either choose their target audience personally or let their system decide with optimal platform display suggestions.
Internet surfers are bound to come across targeted advertisements and buying such inventory will be advantageous in helping advertisers recognise potential audiences. Combined with real-time data analysis, programmatic advertising is a good way to improve your campaigns based on audience engagement and feedback.
Improved efficiency
With the automated process of programmatic advertising, advertisers do not need to spend time gathering data, nor contact publishing agencies to buy display spaces for their advertisements. Instead, advertisers can spend more time analysing the data they are mining and further developing campaigns to better suit an audience’s desires. As a result, businesses can invest more resources into other departments and have one worker manage and correct the system instead.
