What is programmatic advertising?

By now, it’s safe to assume that you’ve heard about automation. By automating even the smallest of marketing tasks, agencies are able to build better marketing campaigns, and execute them in a more effective way – thanks to artificial intelligence and machine learning. Before, pay-per-click (PPC) advertisers had to manually set up advert campaigns. Each headline and description had to be written out; audiences had to be manually defined; budgets had to be approved and manually assigned. Today, we remove all the guesswork out of paid online advertising with programmatic advertising. Here’s what it is, how it works, and how it is already benefitting marketing teams across the globe:Programmatic advertisingSo, what exactly is programmatic advertising? Well, think about the way PPC ads have been done in the past. Someone would have to manually bid on keywords and hope that they’ve done well enough to land a top position for their ad. This involved human guesswork, and since we’re not machines – it wasn’t a perfect procedure.However, advertisers wanted to see what machines would do in the same situation and if they could optimise the process of placing online adverts using artificial intelligence. This worked, and the process of allowing machines to book advertising slots online is now becoming the industry standard.Programmatic advertising can segment audiences using online data (within moments), and build target audiences for advert campaigns that are much more representative of the audience members the advertiser is trying to target. In other words, it removes the ‘wide net’ approach to targeting and helps us drill down even further to target the people that are just right for our brand.

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