Programmatic Advertising is the latest buzzword in the advertising ecosystem. Advertisers are going ga-ga over programmatic advertising. And why not! Considering the host of benefits, it brings along, it would do better to hop on the programmatic bandwagon sooner, rather than later. So before we move on to why you should care about programmatic advertising, let us first understand what exactly is programmatic advertising.
Programmatic advertising is advertising through the use of software, algorithms, and codes. It is used for digital ad buying. So, why has it taken advertising by storm? The prime reason for this is that it helps brands to reach the right customers, at the right time and the right place.
Right targeting means a better ROI:
Using programmatic advertising brands can target the right set of customers. This directly increases their chances of conversion. Targeting the right audience profiles makes sure that your advertising dollars are not wasted on non-productive impressions. Advertisers have to pay only for the relevant ad impressions. This brings in a better Return on Investment (ROI), which is reflected positively in the sales figures.
It’s simple. It’s efficient.
Though it involves a lot of jargon, programmatic advertising is quite easy. Especially so with all the Self-Serve Demand Side Platforms (DSPs) available out there. Advertisers just have to register themselves with the DSPs. They are then connected to a slew of ad-networks, ad-agencies, and relevant publishers. Their dashboards show them the campaign data on a real-time basis. Most of the times, a dedicated account manager is provided who looks after their account. It takes away the hassles of traditional media buying, which involved sales personnel fixing up meetings with the publishers, all the negotiations, etc. As the human intervention is minimized, the efficiency is maximized. Programmatic advertising ensures minimum human errors and maximum output.
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