Programmatic advertising enables the automated delivery of ads in the most effective placements. (Photo: Pixabay)
What Is Programmatic Advertising?
In B2B marketing, programmatic advertising is currently one of the key buzzwords. Since around 2018, this data-driven marketing strategy has been on everyone’s lips, having largely replaced the more tangible term real-time advertising. Programmatic advertising focuses on the automated, real-time placement of ads. The main advantage: continuous optimization of your campaign based on audience behavior and a significant reduction in wasted ad spend. An additional – and not insignificant – benefit is that programmatic campaigns generally require relatively modest budgets.
How does Programmatic Advertising work?
Our colleagues at the Interactive Advertising Bureau Austria have created a great explanatory video on this topic.
At the heart of programmatic advertising lies a meaningful data foundation. For a successful campaign, you need to know not only who you want to reach, but above all how to make your target audience accessible. These insights are stored in data sets – giving you continuous visibility into the size of your audience, where they are active, and what topics interest them. The actual work, however, is carried out by what is known as a Data Management Platform. It connects advertisers and publishers by matching supply and demand for advertising space: the ad space goes to the “best bid.” Through an ad server, the display of banner ads is then automated and happens in real time. This allows optimal ad placements for display campaigns to be “bid on” automatically, in line with the defined budget. This ensures that the campaign achieves the best possible results under the given conditions. In addition, the Data Management Platform continuously optimizes your campaign based on the relevant parameters.
Conclusion: It’s easier as a team
Very few companies have a sufficiently large data foundation of their own – let alone a Data Management Platform connected to relevant ad spaces. This is where a professional programmatic advertising partner can help, setting up and optimizing your campaign according to your specific needs.
