Programmatic

Programmatic advertising – a new era for the advertising industry

The topic of programmatic has practically revolutionized online marketing and completely transformed how we (can) advertise. Only a few years ago, media trading was still incredibly arduous. Advertisers had to first find suitable advertising spaces, contact the corresponding providers, and ultimately agree on a price with them. That was often a long-winded, time-consuming, and costly process – which is no longer necessary today thanks to digitalization and rapid technological progress. Nowadays, programmatic advertising makes media buying much easier, smoother, and more efficient.

The main plus points of programmatic ads

The advantages of programmatic advertising for companies are obvious: they no longer have to waste time researching, make purchasing decisions all alone, or trade manually, because programmatic advertising completely automates media trading. All advertisers need to do is enter their campaign details, upload their display ads, and take part in the trading processes. A digital auction brings them together with advertising space providers. The highest bidder wins the ad space.

Tip: Are you still a programmatic newbie and want to slowly ease into the topic? Don’t worry: we’ve put together the essential basics of programmatic ads in our guide “Programmatic advertising for successful, targeted marketing”. The paper is free for all members of the DMEXCO community. If you’re not a part of it yet, then register here now!

AI in action

Automatic ad space buying via real-time bidding (RTB) is not the only big advantage of programmatic advertising. The technology is actually underpinned by artificial intelligence (AI). The goal is to display ads with as much precision as possible. A vast pool of data is used as a basis for comparing advertisers’ searches with available advertising spaces. Auctions are only triggered when an almost perfect match is found. The AI even makes continuous predictions about how successful an ad placement will be. As a result, programmatic advertising ensures highly accurate targeting to an extent that would not at all be possible within the framework of traditional media buying. All of that happens in a fraction of a second thanks to digital technology.

Discover the many programmatic advertising trends

Programmatic advertising is one of the top topics in recent years, and a growing number of marketers who earn their living from display ads swear by the technology. Some companies are even managing the fully automated buying process themselves in-house instead of outsourcing it to media agencies as was customary in the past.

By the way, there’s so much more to programmatic advertising than you may think, and you should read up on its special use cases and possibilities. For example, our stories look at the impressive role that programmatic ads play in out-of-home marketing and what programmatic video is all about. In addition, we transparently address the technology’s downsides and the problems that still need to be solved. You should obviously also be aware of such issues as a marketer.

AI-based and data-driven: let’s step into the fascinating world of programmatic marketing

Don’t waste any time – immerse yourself in our stories about programmatic advertising. Your best bet would be to bookmark this overview page in your browser. The world of programmatic advertising will then only be one click away. We’ll be regularly publishing new stories on this topic and lots of other red-hot advertising strategies. So enjoy and stay tuned!