Programmatic advertising has emerged in recent years as the most effective method of selecting advertising inserts. This technique aims to facilitate exchanges between publishers and advertisers.
What is programmatic advertising?
Programmatic advertising refers to “the advertising activity for which the purchase of advertising space, the implementation of campaigns and their distribution are carried out in an automated manner”. Before the emergence of this technique, it was necessary to get in touch with specialists in online ad buying. They were then responsible for buying the advertising space to broadcast the ads.
Today, it is possible to automate these processes using programmatic advertising platforms. The campaign manager uses a Demand Side Platform (DSP), which programs the ads. This DSP contacts the other platforms, which then buy the available space. The DSP sorts and agrees on the best space for your ad.
It will then be displayed on the spaces that you have bought via the DSP. All these transactions are automated.
Real Time Bidding (RTB) is the most used bidding mode for programmatic advertising, since its creation in 2011. It brings together all the advertising spaces available for sale. As a publisher, you have access to the spaces available for sale and as an advertiser, you buy the spaces via an auction system.
In short, the use of programmatic advertising makes it possible to place an advertisement at the most appropriate location, i.e. on a particular site, at the time when the target group will visit it. It creates opportunities.
Its advantages and disadvantages
As you can see, this technique is revolutionizing the world of marketing and automating a large part of online content delivery. Forecasts predict that programmatic advertising will account for about 90% of the brand marketing budget in 2020, especially since the availability of advertising space inventory is very high. Moreover, it represents a considerable time saving, as everything is automated and can be programmed in advance. Another advantage lies in the fact that the algorithms allow very precise targeting for your campaigns. Thanks to the parameterization of the data, you will be able to plan different steps. It is important to keep in mind that this tool is constantly evolving, especially thanks to the use of artificial intelligence that could make advertisements even more intuitive.
Nevertheless, the use of this tool can be complex, which is why its understanding and use can take time. Also, traceability is delicate because of the very large number of advertisers and transactions carried out in a short time. Finally, this tool is constantly evolving and can change practices and rules of use. As a marketing agency, Habefast accompanies you in the implementation of programmatic advertising in your company.