Programmatic advertising, explained.
In simple terms, programmatic advertising is the electronic buying and selling of advertising. The big difference between this and conventional media buying is that the buying and selling take place in a fraction of a second. Establishing price, selling, the exchange of funds all the way through running the ad in a space that’s seen by the end viewer, it all happens in the blink of an eye using algorithms to pinpoint and match demographic information with the most efficient ad placement available at that precise moment.
Best of all, it works. In 2019, US advertisers spent nearly $60 billion on programmatic display advertising, and it’s expected to jump to $81 billion in 2021. That’s 88% of all US digital display advertising.
How It Works Is Why It Works
The immediacy and accuracy of the electronic auctioning that happens allows much more powerful audience reach via digital channels and connected TV.
Reach Never Sleeps
Unlike traditional media that reaches its audience only when the target is engaged with limited media choices, the broad scope of programmatic buying enables reach almost around the clock.
Endlessly Reportable and Adjustable
The bigger the ad budget, the more it needs to rely on accurate data to prove effectiveness. Programmatic enables this like no other approach, with real-time results and the ability to make adjustments while the campaign is running.
Digital audiences see lots of advertising that’s not meant for them. Ads bought with a data-driven programmatic approach means there’s zero waste. All ads purchased reach their intended audience, which means programmatic advertising dollars are working much harder.
How It All Comes Together
Programmatic advertising exchanges happen so fast, they can make the technology seem complicated. In the end, think of it as an auction. Buyers and sellers come together, with buyers looking for access to an audience of their best potential customers. Sellers charge for this access, one impression at a time, And like any other auction, the highest price wins.
Customer Data Is Kept Safe
For security, we partner with LiveRamp, the industry leader at protecting data for the programmatic ad space. Their Privacy by Design principle ensures all data management products are designed and built without sacrificing personal privacy. Their job is to remove all Personally Identifiable Information (PII) from data sets. Removing PII and protecting data is their specialty, and no one does it better.
Top 10 Tips for a Successful Programmatic Campaign in 2021
Big Reach Network is a leader in digital media planning, buying and execution. Our passion is to deliver great business outcomes with precise data driven programmatic advertising. How do we do this? By cultivating lasting relationships with clients, working out everything from big strategies to the finest details of well-executed campaigns from beginning to end. Along the way, we’ve learned a few important lessons.
Additional resources for building expert programmatic advertising.
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