Today’s era is the digital era, everything happens in a digital way. Development in technology is happening every day, hour, minute, and second so people are going along with the digital way as well. It is not an easy task to capture the attention of the consumers effectively, one of the ways for making it possible is programmatic advertising.
What is Programmatic Advertising?
‘Programmatic ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations, and manual insertion orders. It’s using machines to buy ads, basically ‘ says Jack Marshall.
Programmatic advertising is the automated, computerized buying and selling of online advertising space. Humans are not directly involved in the process of distribution of ads. Instead, people use software to buy digital advertising. One of its benefits is that it removes the guesswork from the ad buying process as the buyers and sellers make decisions as per the data i.e. make data-driven decisions.
Programmatic advertising platforms help to place and manage the ads on the publisher’s website effectively. Some of the top platforms that advertisers or brands use are SmartyAds, TubeMogul, Simpli.fi, MediaMath, Kedet, PubMatic. The selection of the right platform needs to be done considering transparency, real-time analytics as well as flexibility.
Effect of Pandemic on Advertising
The COVID-19 outbreak is one of the unforeseen situations which no one has ever expected. The ongoing pandemic has affected every part of our lives. We cannot visit the places and spend our time as we want which resulted a change in our priorities as well. Not only that but it has affected all aspects of the economy to some extent. Thus, advertising is no exception. It has caused to replace the traditional way of advertising i.e. billboards, banner ads by programmatic advertising as people are more active on their screens.
In today’s digital era, programmatic advertising is not going anywhere. In fact, is going to shine even more as technology keeps developing. Programmatic buying has become popular as it is covering every advertising channel such as mobile, desktop, etc., which it can be easily accessed. This trend is increasing every year and it will increase even more as the pandemic has influenced the business and marketing strategies. Post-pandemic marketing strategies attributes to the recent rapid growth of this method of advertising
What is a must for Programmatic Advertising?
Marketers need to search and engage and their key customers which is one of the difficult tasks. Developing in technology creates more opportunities for the programmatic marketers to find their key customers and keeping them engaged. So keeping up on the latest trends and innovations is a must. Programmatic advertising has left traditional advertising far behind. It escalates the need to gain technical knowledge of programmatic technology. One of the huge hindrances for digital marketers is a lack of understanding of how it works. In addition, also being unwilling to give up previous ways of purchasing ads. As this advertising trend increases, the importance of building a strong relationship with the publisher is declining.
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