What is programmatic marketing and how can you use it?

Traditional digital advertising did not always succeed. In the past digital advertising meant that companies and businesses purchased ad spaces on websites directly from numerous publishers, hoping their advertisement would reach their intended audience. The technology that has enabled advertising to become highly specialised has allowed it to pinpoint the audiences it should target. It is now possible to use browser algorithms to determine which demographics, psychographic, time-sensitive and geographic factors are being used. Programmatic advertising is able to automatically purchase audience insights, and then send the message to the appropriate consumer in the correct context. You can see my site and learn more about programmatic tv.

How does Programmatic Advertising work?

You can easily explain programmatic marketing by comparing it to digital marketplaces like eBay. Programmatic Advertising operates in a similar fashion to auction sites like eBay. Advertisers can seamlessly bid on, buy, and then sell ad space using acquired market knowledge.

Technology behind the scenes is what ties it all together

Programmatic advertising utilizes specific market information obtained through a Supply Side Platform to target visitors. An SSP (Supplier Side Platform) is an online advertising platform publishers use to sell programmatic ad inventory. SSP uses logic and asks questions such “Has the user searched for X product/service before?” What has been the search history of other users for X product? What is the average age range and geographic location for users searching for X item or service?

The SSP programmatic stock is then sent to Demand Side Platforms. The DSP further narrows your target audience and renders the ads to the SSP-matched criteria. It then appropriately sends that ad. The data exchange is done in milliseconds. For programmatic advertising to work, it takes 10 seconds. It takes 300 milliseconds for your eye to blink.

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