Programmatic advertising- a revolutionary new ways of advertising though web interfaces
Advertising industry is going through in a revolutionary change, and it replaces conventional outbound approach with more productive inbound method of advertising helps advertisers the decision-making process easier in a programmatic way by targeting specific audience and demographics. This can be achieved by real time bidding (RTB) process, using artificial intelligence and data analytics. This highly acclaimed method is called Programmatic Advertising with the aim of targeting specific audience and maximise the return on investment (ROI) factor. Programmatic advertising leads to more sophisticated and targeted campaigns. An unique blend of technology, platform and time are the key-factor behind programmatic advertising in driving such high quality leads to the business
Compared to normal advertising banner or business information, in programmatic ads optimised contents playing the backbone in setting the goal and key performance indicators, once adv content is created we need to define the audience, demographics, and adv platform. Selection of advertising is through RTB process is just like buying space in normal print media, major difference is advertisers are buying impressions from publishers instead of space what print media sells.
In web centric advertising, defining targeted audience would always be a cumbersome process of course, its not only time-consuming but also cost prohibitive too, fraudulent and manipulated activities had been a real threat once. The advanced optimisation features like Machine-learning, artificial intelligence, and data analytics components of Programmatic advertising will ensure quality leads to the advertiser, it’s just like self-driving car take you to your destination without any hitch, this is major advantage of programmatic advertisement
Programmatic advertising is handled by Media buying Agencies (MBA), they buy ad impressions from various online channels through automated data-driven mechanism, when the advent of internet based channels programmatic advertising got a new dimension, ad placements are based on Real Time Bidding (RTB) procedure
Programmatic method is dynamic in nature it can respond more quickly to changing market dynamics, it’s a continual process working 24/7 manner pulling in and analysing online data in real time to continually ensure potential results.