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Programmatic Advertising: Benefits and Challenges

Programmatic advertising is the automated process of buying or selling ads in online media at scale. Its popularity in the digital space continues to rise as there are many benefits for both the advertiser and the marketer.

Advertisers constantly try to find ways to reach and follow the consumer on the go. This has allowed mobile apps like Pandora, Spotify, Snapchat, and even Waze to thrive in an RTB environment, and these are just a few examples, so, expect mobile programmatic articles to continue to evolve with wearable technology trends like smartwatches and even smart glasses, looking to the future.

Advantages of buying programmatic ad advertising

Here are some of the benefits of programmatic advertising:

  • Increased advertising efficiency.
  • Reduction of total advertising costs.
  • Ability to optimize and target the right audience in real time.
  • Higher return on investment.
  • Leveraging unique data sets, both own and third party.
  • Creation of effective campaigns between devices.
  • Collecting more data to understand customers.
  • Achieve scale.
  • Reduce campaign launch time.

Use of programmatic media buying tools

A common way to programmatically buy ads is real-time bidding (RTB), which is the process of buying ads through computer-driven auctions. Both real-time bidding and other forms of programmatic buying, such as paid search and personalized retargeting. They are used to maximize reach and minimize waste through the possibility of extensive targeting and optimization. In fact, according to a popular website, the number one advantage of programmatic ad buying is this broad targeting and the ability to eliminate waste.

“The most revolutionary aspect of programmatic buying is that it allows an advertiser to serve a specific ad to a single consumer in a single context. Advertisers can pinpoint which consumer sees which ad and when.” Advertisers realize that they need to reserve ad dollars for those consumers who will actually be receptive to their message and will engage, which in turn will increase your ROI. That’s why programmatic ad buying solutions are the future.

How programmatic ads are pushing the boundaries of cross-device advertising

Audience segmentation is the key to programmatic buying. It enables brands to create campaigns that hit targets successfully, with limited waste. And with improved attribution models, users can now be tracked across platforms. And, on multiple channels, in a more profitable way.

Conversion-based campaigns priced on a cost-per-lead (CPL) or cost-per-acquisition (CPA) basis can have reports and more accurate data thanks to these exceptionally efficient programmatic media campaigns. A platform that continues to grow day by day is mobile advertising.

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