Programmatic Advertising; why?

Programmatic Advertising; why?

Programmatic ad buying - In simple term, using machines to by ads is Programmatic ad buying. The traditional process involves RFPs, manual insertion order and human negotiation. “Programmatic” ad buying typically refers to the use of software to purchase digital advertising. Programmatic is the opposite of traditional process of ad buying. So, Programmatic buying is a technology or an ecosystem which facilitates media buying using multiple platforms like DSP, SSP, DMP, Network, etc.

Why Machine Instead of Human? Programmatic Advertising Technology reduces the human activities in digital advertising but this is not exactly the concept of replacing people with robots. Previously, human ad buyers and salespeople were used to buy and sell the digital ad. That process was expensive and unreliable then programmatic. Programmatic Advertising Technology is more efficient and reliable and cheaper. But still human is important to optimize campaigns, strategic development, Planning, Campaign Customization etc.

The benefit of Programmatic Advertising: - There are plenty of reasons to use Programmatic Advertising. I will share here some major and important benefits-

1.      Collection of ad networks, ad exchanges or direct publishers made this a huge inventory pool.

2.      More customizations and detailed targeting and the great place for rich media unit are a plus.

3.      Higher reach, unique users etc. are the common opportunity you can grab from here.

4.      RTB and Opportunity to use 1st, 2nd and 3rd party data for targeting.

5.      No need to spend more time on the manual process, use your time to planning more efficiently.

Programmatic Advertising is growing and developing day by day. All you need to stay updated with the technology this is offering to us. Agencies are buying as much media as possible through this channel. In-house teams for some largest brands are working well with this Programmatic Advertising Technology. We are waiting to see when Programmatic Advertising Technology will go beyond online ad for the benefit of traditional media like TV and out-of-home ads.