How can programmatic advertising help you?

DSPs, SSPs, and DMPs are the primary participants in the transactions of buying and selling of digital ad inventory. What is important to know is that these transactions are based on an "Auction" model where many advertisers participate in bidding of the available ad inventory made available by the publishers. The entire process is automated and spans less than a few milli seconds (Wow!). There are also supporting participants in the form of third party data providers like Oracle BlueKai and also third party vendors who specialize in functions like ad verification like Integral Ad Sciences (IAS).

Programmatic advertising offers substantial benefits in today's marketing landscape. Its automated ad buying and selling streamline operations and minimize errors and fraud. For instance, an e-commerce brand can use programmatic advertising to display personalized product recommendations, leveraging user preferences for higher conversions. Real-time optimization allows agile campaign adjustments, like a travel company shifting focus from tropical getaways to ski vacations as seasons change. This data-driven approach optimizes resource allocation and message tailoring, marking programmatic advertising as a pivotal tool in precise and effective modern marketing.

Unlocks Inventory: Programmatic Advertising and the platforms that function on it like DV360 help unlock a lot of digital ad inventory that would normally not be available via basic platforms like Google Ads Manager. Test & Learn: A/B testing evolves in the realm of programmatic advertising due to its controllability and data aggregation capabilities. Custom Algorithm Bidding: Personalization of your budget delivery for your programmatic campaigns based on your own custom algorithm that tells the system what to buy, when to buy, how much, and when not to buy, is simply unmatched.

Ad Fraud: Unlocking digital ad inventory has its downside as well! Everyday there are thousands of websites that are made live everyday that do not have basic ads.txt validated which leaves us as advertisers vulnerable to ad fraud.

Two ways to level up in programmatic Advertisements: 1.Continuous Improvement : If you feel you will start getting results from day 1 you are wrong you need to follow PDCA cycle to be successful. 2.A/B Test : Having two approaches and then identifying the best approach can be the best bet

Running programmatic campaigns is not a guaranteed success. Performance can also depend on a lot of factors such as Geography, market seasonality, your creatives, brand reciprocation, and what not! So, always aim to look at understanding what is working for you, what isn't, what can be done to make an impact now, and what can be done in the future. Data Analytics is your guiding light here, do not be afraid to trust it! :)