(Newswire.net — June 26, 2019) — Programmatic media buying platforms are a useful tool for all modern marketers. They work on the basis of a programmatic approach, which provides the automation of communication processes between publishers and advertisers.
What is programmatic marketing?
Even if it looks complicated, programmatic marketing allows simplifying a way you target your audience. With the help of programmatic, it is possible to choose a definite type of audience with its key features. Thus, only the desired categories of people will see your ads making the entire marketing process more effective. Besides, there are many settings available on an automated basis, which might make advertising more productive. For example, there are tools, which allow selecting the time when your advert is shown or even the days it should and should not be displayed.
The programmatic approach also concerns programmatic media buying. By means of the computerized algorithms, it is possible to make selling and buying processes fast and easy. For such a purpose, there are special adverts exchanges, which work as mediators between advertisers and publishers. Such platforms are comfortable for both sides because they provide more opportunities for the control of advert displays, advertising inventory, targeting settings, etc. Besides, they allow saving time and money. Programmatic media buying can be partially or fully automated. There exist two directions of programmatic buying:
- Programmatic direct
- RTB.
Programmatic direct is closer to the traditional way of media buying. The parties still need to communicate on various issues (including prices), while the delivery and ordering processes are automated. It saves the time of the marketers. Such an approach also provides high-quality adverts and space along with transparency.
Real-time bidding is a popular way of media buying, which is based on the application of demand-side and supply-side platforms for advertisers and publishers. With the help of them, they can control the inventory and optimize it if required. Using advertising exchanges, publishers offer their inventory, while others make bids. The highest bid wins and the advert is displayed on a definite website. The whole process is automated and takes a few hundreds of milliseconds. There is no need to organize negotiations, spending time and funds. There are also lots of options available. For instance, it is possible to select filters to choose the exact type of audience. Thus, you will see only the resources, which are visited by the people you are looking for. The information about the sites is collected by means of cookies. As a result, targeting is very precise. The platforms often provide an advanced reporting system, which gives an opportunity to control the productivity of your advert campaign in real time. It is a good option for saving money.
There exist open exchanges and private marketplaces. The first type is accessible to everyone, while the second one offers to join only based on invitation.
Meaning and advantages of programmatic marketing
Many specialists claim that programmatic is the future of advertising. The amount of money, which various brands spend on this type of marketing, increases every year because of its high productivity and ROI rates. Consider the most important benefits of programmatic media buying:
- high productivity (it is possible to sell remnant or premium space at a reasonable price very fast)
- transparency
- low risks of frauds and errors (thanks to the computerized algorithms)
- a large number of publishers/advertisers (it provides better targeting, possibilities to select the offers in accordance with your budget and the preferable kinds of adverts, etc.)
- access to a large number of marketing channels (via just one platform, for instance, Polus.media)
- the possibility to monitor the effectiveness of the ads
- access to a large number of publishers all over the world.
Programmatic marketing keeps developing as more and more brands use it to reach the audience in a more efficient way. Programmatic marketing should always be a part of any marketing strategy along with the other types of marketing. It is strongly connected with email marketing, the application of social media, and other advertising channels.