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Role of Programmatic Advertising In The Digital Industry

  • By Louise Savoie
  • 31-08-2020
  • Digital Marketing

Programmatic advertising, otherwise known as programmatic marketing, is advertising that allows businesses to infiltrate a system seamlessly. If your business is aiming for a fast and affordable way to advance your reputation across various platforms, you have varied options to choose from: display ads, digital out-of-home (DOOH), online, streaming, video ads, and voice ads. It is not difficult to choose from these options if you know what you want for your business.

Display ads that appeal to your target consumers at a less intrusive way appear at the header, footer, or sidebar of reputable sites. Meanwhile, video ads have increased the popularity of many brands, too. As the most preferred form of medium, more and more advertisements are created for video consumers worldwide. Since social media platforms have a rich database for ad targeting, social ads equally come useful in comparison to its other programmatic advertising counterparts. Audio ads are also good for your business especially for those who wish to target real-time audiences through their partner streaming apps. Another programmatic ad that can increase your conversion is native ads. These ads are dependent on publisher’s ad slots. Since these ads are more likely viewed by consumers, they get a fair share of the programmatic advertising pie. This is due to how effective content-based marketing is for many businesses. These ads come as in-feed, sponsored content, and more.

Why are businesses going for programmatic ads?

1. Quick Performance Reports
Programmatic ads are beneficial to any form of business. These ads offer quick access to the ad campaign performance better than what traditional advertising can. The best part about this is the performance data received by businesses in real-time, allowing businesses to enhance their strategies through the gathered information and tailor the campaign according to the target audience.

2. Enhanced Targeting
Enhanced targeting allows for various means to reach your audience more accurately. User profiles and page content are a good basis to design an ad. Coupled with strategies like remarketing, geo-targeting, IP address targeting, and app targeting, programmatic advertising wins over customers better than what traditional advertising does. Moreover, first and third-party data sources are good partners of every business. As soon as the campaign is set and launched, the accomplishment of short-term goals and the long-term ambition of the business begins.

3. Timely Inventory
The ad inventories provided by advertisers come periodically during the campaign. This gives enough time for businesses to see how the ad has performed and then create necessary steps for campaign optimization. Of course, the inventory also shows how the campaign budget is spent. This allows the business to keep working on its allotted budget to hit the target.

4. Increase in ROI
Speaking of budget, programmatic campaigns create better ROI. At the beginning of the campaign, the budget and the target of the ad have already been established. When the campaign begins, the business is given a choice to invest more in the campaign whether it is kicking off well or needs a little bit of tweaking for better performance. In programmatic campaigning, “too late” only happens if the business fails to act on the transparent reporting of the advertiser.

5. Campaign Transparency
Transparency equals efficiency. Digital advertising is not spotless. Some publishers resort to fraudulent ways to earn big in no time. Nevertheless, businesses can pick which will work the best. The transparency of each advertiser allows businesses to weigh their options well in terms of budget, ad performance, and justifiable results.

Lastly, programmatic advertising platforms are designed to block fake bot traffic. They maintain honest results as much as possible. It also pre-rolls ads. Advertisers also offer pre-roll ads and provide ad credits in case malicious tactics are observed within the system.

The Benefits Outweigh the Hazards
It is unlikely that programmatic advertising can bring harm to your business. In the light of current events where the public and your target consumers are all online, it is high time that you get enough exposure for your business. That is what programmatic ads can do for you.

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