In the digital marketing landscape, one not-so-recent development that is seeing widespread application is programmatic display advertising. If you’re a business that relies on internet advertising, you may have already heard of this concept. It’s an effective solution to marketing your business online, and in this article, we’ll talk about why that is the case.

Below, we’ll discuss how programmatic advertising can help grow your business, outline how it works, and highlight some of its benefits. Let’s get started.

What is programmatic advertising, anyway?

As the term would imply, programmatic advertising involves programs and algorithms (ie. software) to automatically handle some of the aspects involved in advertising on the Internet. It goes by different names, such as real-time bidding (RTB) or programmatic buying, but the idea behind it can be defined simply as the automated buying and selling of digital advertising.

How does it work?

To demonstrate how programmatic advertising works, we’ve broken down the process into a few easy-to-follow steps. Keep in mind that this is a simplified example, but it should give you a good idea of what the concept is all about. Here are the basic steps of programmatic advertising:

1. Link your business to a programmatic advertising platform.

2. Input your campaign objectives such as your target audience, frequency, country, device, and budget.

3. Whenever a user visits a website that is also linked to the platform, the user’s information is collected and sent to the platform.

4. If your campaign objectives match the user’s information, your ad will be displayed on the website.

5. The highest bidder for your target keywords wins and their ad is served to the user.

Remember—the process takes place automatically in the background, with the software optimising towards engagement & conversions. This means that for business owners, programmatic advertising can help you measure how people see your ad, along with how they convert into paying customers. Without a service provider, this process is extremely manual & time-intensive. It can also be difficult to structure your campaigns to be optimised for performance, which is why it’s best to partner with a programmatic agency like us.

What are its benefits for business owners?

Traditionally, digital advertising was manual and not measurable, which means that humans performed all the tasks associated with displaying your advertisement. This was incredibly labour-intensive and didn’t provide the data needed to scale up your marketing campaigns.

Programmatic advertising effectively addresses this problem. It eliminates the need for business owners to spend time acquiring digital space for their ads. It offers a convenient solution wherein machine learning takes on the heavy lifting and a business’s digital marketing needs are consolidated into one easy platform.

The benefits that programmatic advertising offers to business owners are simple:

1. It helps businesses improve brand awareness and visibility on high-profile websites.

2. It extends to images rather than just text (unlike SEO).

3. It utilises the power of technology to target the ideal customer and drive higher conversion rates.

With programmatic advertising, business owners are given a cost-effective method of reaching their customers. Additionally, this method of advertising also frees up their valuable time—meaning they can focus their attention on other important aspects of their advertising campaign or overall operations.

How do I find a programmatic advertising platform?

When selecting the best platform, take into consideration your budget as well as your familiarity with these types of software. Some are highly advanced and costly, while others are cheaper but are of very poor quality. You’ll often find yourself moving from platform to platform, just looking for something that offers the right blend.

Fortunately for you, it does exist with us. We offer the features of an advanced platform and service without the hefty price tag. Programmatic advertising can be incredibly complex and involve a steep learning curve. You may end up wasting several months’ advertising budget just trying to figure it out. Allowing us to handle your display ads means you can reap the benefits immediately!

We are a digital marketing agency that specializes in programmatic advertising with experience working with all types of small- and medium-sized businesses. We offer access to the best platforms with lower budgets than the industry norm, and our team is comprised of experts with years of experience in the industry. By working with us, we can determine your needs to ultimately add value to your business.

If you’re London or New York-based and in search of the right agency to help you begin your programmatic advertising practices, please don’t hesitate to contact us and we’ll be more than happy to help you get started.