Programmatic Advertising | The Future of Marketing

The Future of Advertising is Programmatic |

Have you ever heard of Programmatic Advertising? What about trying to advertise on Google? This platform is generally geared to allow you to pick a couple of different interest groups and a few keywords and then put your ads out there without much more targeting than that. For businesses that appeal to a wide audience, this may work wonderfully, but there’s not much room to narrow down the nitty-gritty targeting tactics on platforms like Google. The web traffic you’ll get by advertising this way can be numerous people who do not have a very high interest in your product or service, which means you’re wasting money if not done correctly.

This is where the introduction to a more sophisticated type of marketing comes to play, known as programmatic advertising. Programmatic advertising is run on a DSP (demand side platform), and is different in the fact that it allows you to pinpoint your advertising efforts across specific websites, apps, and devices. Imagine if you knew exactly who your ideal customer was and you were able to add in five or six different specific demographics that would allow a computer algorithm to go out and find the ideal customer for you and deliver valuable results only to that exact type of person. This is exactly what’s happening with programmatic advertising, and it is being developed more and more as you read this. It is becoming the future of advertising and online marketing.

Google offers a broad search, but programmatic marketing is going to bring in pinpointed web traffic. This means more leads, more sales, and more repeat business. No longer do you have to put your advertisements out there in hopes they are seen by the right audience. Now you can almost guarantee that the right people will see what you’re offering, and it works across numerous platforms, from connected TVs, mobile devices, audio apps, desktops and more.

The secret to this type of advertising is in the algorithms and big data information that drive these specialized platforms. Over time, the algorithms, which are essentially types of artificial intelligence (AI), will learn about consumers’ habits. These AI will learn which consumers are more likely to purchase and will redeliver ads efficiently, thus taking a lot of the guesswork out of advertising. This can be quite valuable to anyone on a smaller budget who truly needs to target the right consumers and doesn’t have time or money to waste casting a large net. The most fascinating and advance feature of programmatic advertising is the quality to target based on psychographics and in real time. When setting up campaigns in a DSP you can input the standard targeting such as location and demographics, but most importantly, you can input someones behaviour, personality, values, opinions, attitudes, interests, places of past purchases and lifestyles.

In recent years, programmatic advertising has increased by billions. More and more people are tapping into the AI because it works. Not only is the targeting pinpointed, but advertisements can be communicated across many different forms of media. Any media that is computer-driven can use algorithms to collect consumer data. This data shows the habits and behaviours of consumers that can be used to program advertising AI to find exactly the customers you need to reach. The use of behavioural data also allows advertising companies specializing in programmatic marketing to deliver ads across media devices from a central location. This allows you to see ad performance in one place and gives you real-time feedback on how your ads are performing across all platforms.

The most efficient part, is the AI does most of the work and back end tweaks throughout a campaign. The AI is programmed to not only find the perfect customers but then to continually learn about those customers and find better matches along the way, for the best price of your advertising dollars. If the goal is to generate leads, make sales, and get more repeat business, then using this type of marketing is the wave of the future, and it’s just going to keep getting better.

AdFuel Media Inc. is proud to be a licensed seller and buyer of paid media through our Adfuel DSP and have had great success running programmatic campaigns for various industries across North America.  When choosing to advertise with us, our team of experts ensure programmatic brand safety, inventory quality and real time reporting.

We set up campaigns based on our clients exact needs and can suggest various types of targeting options such as:

  • Geofencing
  • Audience
  • Contextual
  • Native ads
  • Retargeting
  • Mobile apps
  • Video
  • Whitelist
  • Keyword Search

And much more, to ensure the right people are seeing your ads at the right time and the right places.

If you are ready to take your business to the next level of online advertising and being in front of an audience who will take action when seeing your ad, Contact Us today and we’d be happy to help get you started on a programmatic advertising campaign.

Melissa Campo

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