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Is Programmatic Advertising The Future Of The Industry?



 

Digital media is an ever-changing space, and programmatic buying is at the heart of it! At the beginning of the pandemic, there was a major shakeup in the advertising world. Programmatic advertising saw a substantial increase in ad spending at nearly $455 billion in 2021 and is projected to reach over $500 billion in 2022.


With that, it's important to note that everyone consumes media in different ways. So, reaching them anywhere, anytime is crucial for advertisers. It is also imperative to have a good mix of inventory to extend your reach to potential customers. Buying directly from relevant sites (contextual targeting) works well. But, if that’s the only thing you’re running, you’re missing out on the audience that is relevant but not consuming media on those sites. So, how can you reach these consumers? Two words - Programmatic Advertising.


Programmatic advertising is defined as the use of automated technology for media buying and uses real-time bidding (RTB) to purchase inventory and audiences that are relevant to your goals. Buying programmatically allows you to find a very specific audience by layering in things such as age, gender, job title or industry, location, and interests. Once you’ve determined who your ideal customer is, you can reach this audience on a variety of sites, rather than just a few on a site-direct buy. By placing your media programmatically, you can expand your reach from 50,000 unique monthly visitors to 100,000.


Buying programmatically also allows for additional inventory options. Banner ads, video ads including CTV, audio, and native ads can all be purchased programmatically. You can seamlessly give the same message across different platforms with multiple inventory types within one campaign. Having these options in one place allows you to make your advertising dollars work harder while producing stronger results. Optimizing your spending toward inventory can produce much quicker results than with a traditional site-direct placement.

With the ability to target both broad and niche audiences, programmatic buying will be the best approach to reach a wide variety of audiences in the future. Programmatic buying will need to evolve as technology grows, but many DSPs are already working toward addressing these changes.

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