What is programmatic advertising?

Many businesses leverage software to gather data, build informed strategies, and automate the digital marketing process.

Consider these numbers:

  • 75% of all companies already use at least one type of marketing automation tool.
  • 63% of marketers will be increasing their automation budgets soon.
  • 40% of marketers who aren’t using marketing automation plan to adopt it soon.

When you think of marketing automation, programmatic advertising software may come to mind.

But what is programmatic advertising?

Programmatic advertising is the use of software to buy digital advertising. Marketers using programmatic advertising strategies will use tools and software algorithms to purchase and optimize digital ad campaigns instead of buying directly from website owners.

Programmatic advertising is mainly responsible for purchasing ad space. Once a visitor lands on a website, the programmatic advertising tool will analyze the website and ad space to place the optimal ad in the ad space.

It uses real-time traffic data to quickly manage the sale and placement of digital ad impressions. It also uses online targeting methods during the purchasing process to drive impressions more efficiently and at scale. It ensures the enhanced effectiveness of ads to increase return on investment for advertisers.

However, programmatic advertising doesn’t completely automate the advertising process for you. Marketers still need to plan, monitor, and optimize the ad buying process to ensure the programmatic advertising solution delivers the desired results.

Implementing programmatic advertising can help you optimize your advertising budget, get a better understanding of advertising effectiveness, and maximize the potential of your ads.

It’s a lot more efficient than the traditional ad buying process, where marketers would have to request ad space, negotiate with publishers, and manually insert orders into a platform.

Programmatic advertising helps marketers in all industries streamline the advertising process, allowing them to focus on the quality of ads.

If you need help leveraging programmatic advertising to help you intelligently manage your ad buying process, contact us for help today.