Programmatic advertising is a process of buying and selling digital advertising space automatically, using data and algorithmic technology. This method simplifies the process of ordering, configuration, and reporting on advertisements, making it more effective and efficient. It allows brands to increase their reach and target a wider audience, as well as create campaigns that successfully achieve their objectives with limited waste. Programmatic media buying allows marketers to target audiences at the right time and at the right price.
Any format and channel can be accessed programmatically, thanks to the programmatic platforms that have created their ad inventory and database. Audience segmentation is key to programmatic buying, helping to reach millions of people around the world who browse the Internet. With the improvement of attribution models, users can now be tracked on all platforms and on multiple channels in a more cost-effective way. Conversion-based campaigns with pricing based on cost per lead (CPL) or cost per acquisition (CPA) can include more accurate reports and data information thanks to these exceptionally efficient programmatic media campaigns.
One platform that continues to grow day by day is advertising aimed at mobile devices. As advertisers try to find ways to reach and follow consumers who travel, this has allowed mobile apps such as Pandora, Spotify, Snapchat and even Waze to thrive in an RTB environment. Programmatic mobile trends are expected to continue to evolve with trends in wearable technology, such as smartwatches and even smart glasses, looking to the future. In short, programmatic advertising optimizes the bidding process and only pays for the best users.