What is Programmatic and its usefulness for the marketer
Advertising technology has advanced widely, and the main advantage is its automation. Now Programmatic is used to launch campaigns – a method that involves the automatic purchase of advertising on special platforms. This type of promotion is carried out thanks to special algorithms and minimizes human intervention.
Advertisements are broadcast to those categories of users who are initially marked on the platform through targeting. If you look at the surface, services such as Yandex.Direct and Google Ads can also be considered programmatic advertising. Almost similar algorithms are used for social networks.
With programmatic, you can increase your reach by posting content to multiple resources. And for this you do not need to go to different sites separately, everything is done on one platform. One of the key advantages of this approach is the accuracy of targeting, in addition, the purchase of advertising is done automatically. The algorithms work independently, the specialist only monitors the indicators, and if necessary, adjusts the campaign and tunes the parameters for better optimization.
Programmatic advertising functions according to a certain principle. There are two participants in the system itself: the DSP and the SSP. The first, the Demand-Side Platform, is a system for organizing auctions. It has access to information about the advertising campaign in progress, the ads published and the rates for them. The Supply-Side Platform is the platform where ads can be placed.
How it all works: The advertiser places his content in the system and marks which audience it should be shown to. Then the DSP connects and determines the optimal period to show the ad. After an auction takes place for the most relevant ad with the highest bid. Now turns on the SSP, this system selects a site for an ad.
Programmatic approach is used everywhere in the network – these are interactive banners, video content and native advertising, which merges with the design of the site where it is placed.
Similar mechanisms are used to promote social networks. They have special functionality for creating ads that have built-in DSP and SSP.
However, you should understand that even using a convenient programmatic device does not guarantee that the ads will work. You should start with the development of a promotion strategy, set goals and determine how to achieve them.
You should also pay attention to the study of the target audience, analyze market trends and compare them to what the company offers. This step will give a more comprehensive approach to targeting, to make the most accurate settings for it.
Thanks to the automated launch system, you have the opportunity to focus on the creative side, and leave all the routine to the world of technology.