Digital Marketing

A Guide To programmatic Advertising

Unlike other marketing strategies that had to conform  to the internet, programmatic advertising is totally different from them because it was actually created online, the idea was  birthed as a result of the  internet.

But we can’t talk about programmatic ad without making reference to banner ad,  yes! banner ad  because  it is the precursor for programmatic ad.  Even though there was nothing  internet or programmatic about it, it is the template advertiser leverage to develop programmatic advertising.

In other to effectively capture consumer’s attention in today’s digital ecosystem digital markerts  have to consider programmatic advertising because as the digital world grows it become a daunting task  for markers to use  a separate platform to advertise on different channels and also to select the best sites  to place their  advertisements.

Programmatic advertising is now the prevailing form of digital advertising,it  has  also become a major component of modern advertising.  As statistics reviews,  In 2022, 80% of the advertising process will be automated, “a threshold that will never be surpassed.” The remaining 20% will be comprised of brand value, storytelling, and other more experiential tactics that will always require a human driver media will be traded programmatically and that advertisers will spend an astonishing.

The aforementioned statistics serves has a major reason why digital marketers should have a glimse  of programmatic advertizing

In this article, we explain and define what programmatic advertising is all about, and the  importance

What exactly is programmatic advertising?

Programmatic advertisement is the process of automating the buying and selling of ad inventory in real-time through an automated bidding system.

In order to get a grasp of what programmatic advertising is about, it’s important to go back to the basics of ad buying. Here’s the programmatic buying flow in a nutshell:

  • A person clicks on a website
  • The website owner puts the ad impression up for auction (SSP)
  • Advertisers offer bids for the impression (DSP)
  • The highest bidder wins the ad impression
  • The ad is served on the website to the user
  • The user (hopefully!) clicks on the ad and converts
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Importance of programmatic advertising

Programmatic advertising compared to some years back is getting more sophisticated as new ad tech comes onto the scene. Here are some of the key advantages of programmatic advertising.

  • Increased audience reach

Programmatic advertising gives advertisers access to far more ad space on thousands of websites at once at an affordable price and with no extra work.

  •  Great Transparency

Programmatic advertising gives advertisers and publishers real-time access to data about ad placements and activity, how their budget is being spent, and also optimizes their campaigns in real-time to get the result they desired.

  • Targeting beyond CTR

All the clicks in the world won’t count for much, if they are not converting, Programmatic advertising supports advanced targeting, such as interest and lookalike (custom audience ), to help advertisers reach high-quality audiences at scale.

  • Relevancy

With programmatic, advertisers can make sure to maximize the relevancy of their ads for specific targeted audiences and improve on the return of ad spend (ROAS). There are two methods to connect with the target audience

1. Marketers  can combine the first and third-party data to improve  the audience profile and reach them with accuracy

2. this is pertaining to contextual advertising, contextual program advertising drives data from both the user’s profiles and content to deliver ads at the appropriate place

  • Greater efficiency

The overall efficiency of digital advertising has greatly improved with the ability to measure how a campaign is running throughout that entire campaign. Real-time measurement, mentioned earlier, allows advertisers the ability to track their campaign and make adjustments. Optimizing ensures that each campaign is running at total efficiency, reaching only those ideal targeting customers, while using the budget effectively.

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How to integrate programmatic into your digital marketing mix

1. Identify your market

Any savvy marketer knows that the first thing to consider before venturing into a new area of advertising is to get to know t is target audiences. this fact is also through with programmatic advertisement

2.   Set your goals

Programmatic advertising as a form of digital marketing, it is important to have your goals set. Using the existing data to determine what type of advertising awareness you need and set a fitting strategy.

3. Add human touch

Just because programmatic advertising depends on algorithms and machines, doesn’t necessarily mean it doesn’t need human involvement. Skilled people need to be allocated to planning, controlling, and optimizing your buying.

4. Protect the brand

One challenge of programmatic is that its reliance on algorithms,  this may lead to ads appearing in the wrong place.

It is important to ensure that this algorithm is constantly updated and monitored.  in other to avoid tarnishing the reputation of the brand.

5. Be on a lookout for fraud

It is very important that brand considering leveraging programmatic advertising should watch out for fraud because this would cause major damage to the brand.  However, programmatic ads have an industry-wide standard of 16% fraud, which is lower than other display ads.


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