What Is Programmatic Marketing? Everything You Need To Know

What is programmatic marketing?

Programmatic marketing services are one of the most important and fastest-growing aspects of digital marketing.

If you’re not familiar with programmatic marketing, it was born as relationships between publishers and advertisers grew increasingly complex.

As the digital advertising industry has grown, more and more small publishers have continued to emerge, which means that advertisers have needed more face-to-face interaction in order to show their digital ads to larger audiences.

Programmatic ad buying is an automated method of buying and selling advertising space that reduces the human workload. Rather than people selling ad space to each other, programmatic marketing uses software to manage the purchase and sale of ad space through computers.

This makes buying and selling ad inventory much more efficient, since programmatic and branding work hand in hand by allowing your company to place more ads in front of more people and make them aware of your company, faster. Today, we’ll discuss what programmatic marketing is, how it works, and why it’s so important. We’ll also give you some tips on which programmatic marketing platforms are best for getting started yourself!

A sign that reads "programmatic marketing" overlaid upon an open road

What makes programmatic marketing an efficient method of advertising?

Programmatic marketing gives ad publishers access to multiple ad networks. Its automated nature makes it easy to target specific groups across multiple devices, and ads can be deployed instantly when and where they’re needed.

Rather than creating individual transactions with every potential publisher, programmatic marketing lets advertisers purchase space via an ad exchange using real-time bidding. This way, advertisers and publishers can enter specific criteria that determine how ad space is bought and sold.

It also allows you to track your results across multiple ad networks in real-time. With programmatic marketing, you can see how many people have seen your ad, clicked on it, and even converted to customers. Data like this is essential for understanding what is or isn’t effective in your programmatic dital advertising campaigns so that you can fine-tune them for even better performance in the future.

What’s the difference between programmatic marketing and display advertising?

Programmatic marketing gives advertisers access to multiple ad networks simultaneously. Display advertising only allows advertisers access to a single network, which can limit the impact of their campaigns.

Programmatic marketing also allows for more targeted ad placements by granting access to a diverse range of marketing data points.

Display advertising is generally less expensive, but programmatic marketing can be more effective. This is especially true when your company has a thorough understanding of its typical customer profile.

Do I need a special platform to run programmatic marketing campaigns?

Yes.

To buy ad space and run campaigns, you need access to a Demand Side Platform (DSP).

To sell ad space to advertisers, you need access to a Supply Side Platform (SSP).

Common software or web-based platforms used for advertising generally grant access to just one ad network. These include services such as Google Display Network or Video 360.

Advertisers require a special program like Google Display Network & Video 360 to buy space for programmatic advertising across multiple display networks. Publishers need access to an SSP like OpenX in order to sell advertising space to advertisers.

SSPs and DSPs often partner with one another to increase user access to advertising space, which is great for any company aiming to increase the availability of their products and services.

What are the most common programmatic advertising platforms?

Google Ad Manager, SmartyAds, PubMatic, and Simplifi are some of the most common (and capable) platforms for programmatic advertising. All of these platforms offer useful features for both publishers and advertisers, letting them serve as all-in-one advertising solutions.

Do programmatic ads have any limitations?

It can be difficult to track the ROI of programmatic marketing campaigns. This is because programmatic marketing relies heavily on data and algorithms, which make it hard to attribute conversions to specific ad placements.

Programmatic marketing can sometimes be less effective for brand awareness campaigns as well. This is because programmatic marketing is geared towards highly targeted ad placements, which may not be well suited for brand awareness campaigns that rely on reach alone.

Despite these limitations, programmatic advertising is still a powerful tool that can be used to achieve a variety of marketing objectives. When used correctly, programmatic advertising can be an extremely effective way to reach your target audience.

Is programmatic marketing more effective for some industries than others?

Any business in any industry can benefit from the use of programmatic marketing. Regardless of industry, non-programmatic methods of advertising require more time and energy to set up and deploy. Plus they’re often more expensive.

Automating the process of buying and selling ad space does more than just let companies place advertisements in front of more people. It makes it easier to place them in front of the right people at the right time — when they’re actually searching for your company’s products and services.

Learn More About Effective Programmatic Marketing Strategy

If you’re looking for a highly targeted, data-driven form of marketing that will place your advertisements where and when they’ll make the biggest impact, programmatic marketing campaigns are exactly what you need.

Interested in learning more about programmatic marketing, display advertising, and other ways your company can gain new leads? ClearBrand’s team has the experience and expertise you’re looking for. Contact us today to speak with a marketing specialist and learn more about how your company can implement programmatic marketing strategies today!

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