Programmatic Marketing in 500 words or less (or more, let's see how this goes)


Right, so I took a bit of a break from blogging - mainly because I under estimated the magnitude of my CIM assignment. Now that submitted my assignment, I'm ready to go back in with blogging kicking of the year with Programmatic Marketing. 

What is Programmatic Marketing?

Well according to Smart Insights Programmatic marketing is:

"Automated bidding on advertising inventory in real time, for the opportunity to show an ad to a specific customer, in a specific context."

In my words:

You purchase advertising space in real time in order to reach your specified target audience, this takes targeted advertising to the next level.

Why is this different?

We're always hearing about new tools and opportunities for marketers, the unique thing about  Programmatic Marketing is the use of algorithms to place display ads. This process significantly cuts down the time it takes for a digital display advertisements to be activated, thus creating an economy of scale. Unlike Google Adwords, Programmatic Marketing is only for digital display advertisements so you're unable to use this for search queriers. 

How does this work... in a real life situation?

Well lets say you're browsing the internet and you land on a webpage. In the space of a few milliseconds the algorithms work their magic your information and the context of the information that is on the webpage is sent to an ad exchange.  This is the part where real time buying happens where the ad space on the website is auctioned off to the highest bidder and just as the webpage has finished loading BAM you're served an ad that is relevant to you. 

The key advantages to Programatic Marketing

If you're going to take anything from this blog post, let it be the advantages of Programatic Marketing so you at least know why it's the hot topic of the industry.

So if someone asks you why marketers are using Programatic Marketing, just hit them with:

  1. More efficient sales process, the technology saves time because algorithms are awesome.
  2.  Better ad relevancy, because there is more chance of a conversion if the right person sees your ad at the right place, at the right time.