The process of real time bidding that purchases an ad inventory for the company and to advertise to specific users in specific contexts is called programmatic marketing. This results in hyper-targeted, super-effective ads. The digital players face the tough competition in getting the customers in the online platform if they are not well versed with the programmatic technology.
Digital Marketers may have demand side platforms (DSP) or supply side platforms (SSP). Demand side platforms are a single interface through which the digital marketers manage the advertising inventory account. DSP further provide all information to online marketers so that they may be able to communicate with SSP through an advertising exchange. SSP is an Adtech platform used by publishers for managing the inventory. Supply side platforms are commonly used by the publishers.
The benefits of programmatic marketing are immense like advanced targeting, goals setting, management of price and frequency. The popularity of programmatic advertising is also in other media like TV, display, search, mobile, social and video. The requisites of using programmatic marketing are understand the technology, use of multi platform approach, and focus on creative. Few companies may run their digital marketing program through one DSP and many big online marketers require multiple DSPs for managing their successful businesses.
The clear communications and custom made solution is the requirement of effective programmatic marketing. The focus on viewing the multiple inventories must exist and the target oriented display advertising leads to maximize the sales and profits. There are many popular advertising campaigns exploiting the potential of programmatic marketing. The campaign of ‘Economist’, the publications encouraged around 40 lakhs people and increased the ROI. The automobile maker, Audi also created a programmatic ad campaign using data from its websites to highly relevant ads to potential customers and this increased the engagement.
Programmatic Marketing offers opulent opportunities for brands to improve their performance. The personalized advertisements give high intended audience and engagement. Even digital OOH uses programmatic technology approach. Advertisers are connecting closely with their customers by using programmatic marketing and other evolving technology. Conclusively Programmatic Marketing is truly the future of advertising.
DISCLAIMER : Views expressed above are the author’s own.