Social media and search engine marketing are getting all of the buzz in 2019, but there are limitations to both. For social media, your targeting is only effective at reaching people that are active on that platform. If someone fits your profile for targeting, but they spend almost no time on social media, how do you reach them?
The answer is display network and programmatic advertising.
The display network is an ad network that allows you to interact with tons of publishers that help you find the right audience and publish your ads on the websites that your audience frequents. The targeting options of the display network let you strategically display your message to potential customers at the right place and the right time.
Programmatic advertising helps in automating the decision-making process of media buying by targeting specific audiences. In other words, it is the process of buying online ad space in real-time bidding scenarios and displaying your ads to the most appropriate target audience.
Programmatic display advertising is also known as real-time bidding, programmatic advertising services, and programmatic buying.
Programmatic display ads are present on most major website. From Yahoo.com to Weather.com. Almost all major websites have some form of display advertising. These ads target the user based on the targeting that we determine. This happens instantly as the page loads. It doesn’t necessarily depend on the website that the ad is displayed on = it depends on the user that is viewing it. Think of it as a billboard that only shows your ad when your target audience is driving by. It doesn’t waste those impressions on everyone else on the highway.
Artificial Intelligence and machine learning technologies use algorithms to analyze the behavior of the visitor. It allows the marketer to target and to optimize the campaigns towards the right audience in real time. Programmatic advertising company uses the potential of the technology to collect audience data to target the ads more precisely.
Buying programmatic advertisement includes the use of demand-side platform (DSPs), supply-side platform (SSPs) and data management platform (DMPs). DSP enables the process of purchasing ad inventory through an open market by providing the ability to reach the target audience through DMP. DMPs gather and examine the data through cookies which allows the marketer to get the better idea about their target audience.
Publisher, with the help of SSP, administers the unsold ad inventory. SSP reports the data like session time of visitor on specific data or the pages viewed in one visit. With the help of such arithmetic, SSP will pick the winning bid and serve the winning banner ad on the publisher’s site.
Through programmatic advertising services, advertisers can view the customers’ data like buying patterns, browsing habits, brand loyalty and even the consumer’s choice of device in real time. It makes the optimization quick and more efficient.
Programmatic advertising makes sure that there is no delay in result generation. Such agility allows advertisers to get information more quickly for analyzing data in real time.
Programmatic display advertising offers advertisers the opportunity to explore a wide range of inventory which were not possible when ad placements were purchased manually.
Nearly 3.5 billion people across the globe surf the internet daily and through programmatic services, advertisers can access the vast majority of these people. In addition, programmatic can get complete access to ad inventory, reaching increasing numbers around the world.