Any small business nationwide must ensure its marketing budget is efficient and effective. In a highly competitive economy, you need to make your shoestring budget deliver potent results, and that can mean your marketing team talks about all kinds of cutting-edge techniques. Some of their terminology might be phrases you’re used to hearing, but the point might come that you stop them and ask them “What is programmatic advertising?“
What Is Programmatic Advertising
The concept of programmatic media buying centers around using automated technology to buy advertising space. This directly contrasts with traditional digital advertising methods that rely on manual operations. Programmatic media buying uses algorithms and data insights to ensure ads are put in front of the right consumers at good prices and times.
Three Kinds of Programmatic Advertising
Programmatic direct advertising occurs when publishers bypass auctions to sell media inventory at fixed costs to advertisers. Private marketplace advertising restricts the auctions of advertisers who are only invited. Real-time bidding advertising uses open auctions to let publishers sell their inventory to advertisers who wish to participate and bid on media intended for a broad audience.
Advantages of Programmatic Advertising
When you choose programmatic advertising, your ad inventory will likely be purchased through a real-time auction. Inventory is bought per impression, so it’s much easier to target the proper audience for the products and services that your small business markets to a core demographic. The automated nature of the process ensures levels of efficiency and speed that traditional media buying can’t usually provide.