Programmatic media buying is the latest in online advertising. It uses technology to optimize and automate ad buying so that it occurs in real-time. One recognizable example is Google Adwords. Ads purchased through this program may be targeted to certain viewers by using algorithms. Programmatic media is continuing to evolve and is becoming very complex. When it started, it was only capable of searching and displaying ads, but today can be used in many different mediums including video and is available on multiple channels, both mobile and desktop. The term usually refers to leveraging technology and big data and can include trading desks, ad networks, demand-side platforms, ad exchanges, and real-time bidding.
As the ad industry continues its relentless march toward automation, there are some things you should keep in mind. First, programmatic buying is increasing rapidly. There’s been an almost $5B increase since 2014.
As ad buyers use programmatic media to target audiences all over the web, data rules. Advertisers can evaluate their results mid-campaign and define what is working best. They can look at audience segments, times of da, publishers, and geographies to determine where their ad is having the biggest impact.
Advertisers can then modify or redefine their audience or their ad to ensure they are effective. This is a real change from the traditional ad buys where advertisers would agree to buy a certain number of ads and be locked into only those ads.
Programmatic media buys are not just for direct response campaigns. Today’s systems can access television delivered over the internet. This is very attractive to those trying to build or enhance a brand. Advertisers can also link several social media and internet applications together to reinforce and strengthen the reach of their ads.
Social media is one of the fastest growing users of programmatic media. The major players, Facebook, LinkedIn, and Twitter are working to sell ads all over the internet, not just through their individual platforms. Social media companies have a leg up on traditional ad-tech firms and individuals. They have access to reams of login data which provides them the ability to connect users across devices.
Fraud is still one major problem that still exists with these systems. Programmatic systems are still vulnerable to URL masking. This is when a website is listed on an ad exchange and the publisher uses another website’s name. In this case, the advertiser doesn’t know exactly where their ads are running.
As the industry grows, there are more regulations and controls being introduced. Buyers can decide to spend more money and purchase ads that are easier to view. In fact, the systems provide the option to buy in at the times and places where the ads are viewed for the longest times.
Programmatic media buying is a growing trend in online marketing and advertising. It provides advertisers the opportunity to target their ads to viewers who are ready to buy.