The Future of Digital Marketing - Programmatic Advertising

It’s an obvious fact that the digital marketing industry loves advancement and is hence in a consistent condition of progress and consistently watching out for the following large thing. You could even venture to such an extreme as to say this mission is regularly viewed as a plan of the action itself. Still, this subject has another totally extraordinary and broader spectrum to it, one that has been filling congress halls and schedules consistently for quite a long time: data-driven marketing automation. In the event that you set aside the effort to investigate the standards and points of programmatic advertising (otherwise called real-time advertising), you will perceive why this is set to keep spellbinding the cross-media creative and media industry throughout the next few years, even though this is likely liable to occur during everyday business as opposed to at introductions and talks given at congresses. In the end, we will see a change that saturates each market and business, and a situation where programmatic advertising forms the premise of publicizing and marketing on each level. (Busch, 2016)      

  

A big catalyst for improving data-driven marketing efficiency is the impending issue of monetizing mobile traffic. Media companies will either overcome this dilemma by combining data and content intelligently, or they will perish. Mobile web technology, on the other hand, is a massive opportunity. The "Internet of Things" is pushing programmatic ads to new heights. The fusion of real-world and online user data would open up new possibilities. Despite all of the technological excitement, there is still a conflict between human marketing expertise and machine learning. People conduct business with other people; technology serves as a facilitator. When programmatic meets real life, it's a match made in heaven. (Seitz and Zorn, 2016)

 

Why programmatic marketing is required?

1. Improved Targeting Techniques

Other types of advertisement can't equal programmatic advertising’s ability to reach the right audience. The software that allows you to purchase programmatic advertising makes use of a lot of data to remove all of the guesswork that comes with conventional ad campaigns.

2. An improved return on investment

Because of the lower waste and more precise targeting associated with programmatic advertising, you can run a more successful campaign on a smaller budget. More precise targeting translates to less squandered clicks and impressions. What is the explanation for this? Adverts are being placed in front of fewer people who aren't involved.

3. Capabilities for Advanced Tracking

Another advantage of programmatic is the opportunity to monitor those who have been served your advertising. These tracking features allow you to examine not only the total number of conversions, but also the category and importance of each individual conversion you've received from those who have watched or clicked on your ads.

4. Automated systems

Since the software does the majority of the work when it comes to buying and selling programmatic advertising, advertisers and business owners have more time on their hands. Instead of wasting time manually negotiating with advertisers and filling out forms to purchase ad space, those hours could be better spent poring over data, strategizing, and designing more successful ad campaigns based on highly informative, reliable data.

5. The Future Wave

Programmatic Advertising has fully transformed how advertising is purchased and sold online in just a few short years. The movement toward automation has reached the marketing world, and it is likely that the majority of online advertising will be purchased and sold programmatically in the future. (Programmatic Advertising - 5 Reasons Why You Need It, 2018)

 

By Saquib Hussain

Key Words: Programmatic Digital marketing, Programmatic advertising, Targeting, Marketing Future.  

Bibliography

Busch, O. (2016) ‘The Programmatic Advertising Principle’, in Busch, O. (ed.) Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time. Cham: Springer International Publishing (Management for Professionals), pp. 3–15. doi: 10.1007/978-3-319-25023-6_1.

Programmatic Advertising - 5 Reasons Why You Need It (2018) Toronto Digital Marketing & Video Production Agency in Toronto | The Best Media. Available at: https://thebestmedia.com/5-reasons-why-you-need-programmatic-advertising (Accessed: 3 March 2021).

Seitz, J. and Zorn, S. (2016) ‘Perspectives of Programmatic Advertising’, in Busch, O. (ed.) Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time. Cham: Springer International Publishing (Management for Professionals), pp. 37–51. doi: 10.1007/978-3-319-25023-6_4.