Programmatic and Display Advertising

laptop on a desk, with a notepad and pen

To put it short, programmatic advertising is the process of buying digital advertisements through the use of advanced software.

How it Works

In order to effectively perform programmatic advertising, there are several steps that occur. These all happen in a matter of milliseconds whilst the webpage is loading.

Firstly, a user will visit a website. As soon as this happens, the process of audience targeting begins. This involves segmenting the user based on various demographics and behavioural data. Some of these include:

  • Age
  • Gender
  • Graphical Location
  • Interests

Contextual targeting will also be considered during this process in order to make sure that the chosen ads adhere to the content of the webpage visited by the user.

This entire process is in the form of automated bidding and consists of a publisher listing specific ads on their Supply-Side Platform (SSP). Each characteristic of the user is taken into consideration by the Demand-Site Platform (DSP) and a bidding is then placed for any relevant ads. Once this has been completed and a necessary ad is chosen, it will then be displayed on the publisher’s website.

Benefits of Using Programmatic Advertising

If you are a business looking for a marketing strategy that is guaranteed to target your audience effectively, programmatic advertising is perfect for you! There are a range of benefits that come with this method of marketing, including:

  • Precise Targeting
  • More Control
  • Saves Money
  • Adjust in Real-Time
  • Multi-Media Platforms

Precise Targeting

Programmatic advertising gives businesses the ability to accurately reach their target audience through the use of advanced software and technology. The process of programmatic advertising helps to segment the user into a specific audience, guaranteeing that whoever sees your campaigns, are a part of your target audience.

More Control

Because of the audience targeting that is involved in programmatic advertising, you will have more control over who sees your campaign.

Saves Money

This form of advertising will also help you to save money. By effectively targeting the right audience, you don’t have to worry about your campaign being wasted on viewers who are unlikely to find interest in your products.

Adjust in Real-Time

You will have the ability to adjust and optimise whenever necessary which will help to improve the performance of your advertisement. Insights of this will happen immediately so you will be able to tell whether your methods are working effectively or not.

Multi-Media Platforms

There is no limit to what media is available for programmatic advertising. This method of marketing can be presented through social, display, video, audio and even television. Doing this will allow you to reach a much wider audience across multiple devices including mobile, desktop and tv.

Display Advertising

Display advertising is one of the oldest forms of programmatic advertising and is the process of marketing through images, videos and other visual formats. Commonly placed on websites in the form of a banner, image or text ad, this method allows businesses to build brand awareness more easily.

Now you know more about programmatic advertising, will you choose it as your main marketing strategy?