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Social Media: Understanding Programmatic Advertising

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With programmatic advertising projected to account for 50% of digital ad sales by 2018, it is but inevitable that it has generated a great amount of interest.

I was intrigued by the buzz surrounding programmatic advertising and decided to know more about this emerging trend that is being called the future of advertising. I compiled some interesting definitions of programmatic advertising by advertising experts. These helped me understand what programmatic advertising entails and why it has become a huge rage.

Let’s take a look at what programmatic advertising is all about:

·Programmatic is a fast-growing part of the buying and selling of media

·It’s where ads are bought like products are bought on Amazon. It’s the method by which all advertising will come to be bought and sold like search ads on Google—auction based, with the buyer paying whatever price an ad is worth at a given moment. It’s buying specific audiences using lots of data to figure out the right ad, the right person, the right time. It’s the idea that machines will simply handle all of the process involved in buying media—the insertion orders, the paperwork, the trafficking, the spreadsheets. A few mouse clicks, and you can go home.

·A term that many people are using to categorize everything from behavioral and intent-based targeting to real-time bidding and exchange-based buying of inventory.

·Programmatic is advertising’s newer, better mousetrap.

·It is about using an automated system to make media buying decisions instead of doing it manually.

·Programmatic takes multiple data points and makes decisions about what screen an ad should be on, what is the most effective strategy at a given moment, and lets you do all the non-manual decisions.

·Programmatic is about software that is productive in a way that humans can’t be.

·Programmatic advertising helps automate the decision-making process of media buying by targeting specific audiences and demographics. Programmatic ads are placed using artificial intelligence and real-time bidding for online display, social media advertising, mobile and video campaigns, and is expanding to traditional TV advertising marketplaces.

·Programmatic advertising automates the decision-making process of where ads are placed, using artificial intelligence and real-time bidding for online display, mobile and video campaigns — and it’s making inroads into TV and social media, too.

·Programmatic is a method to resolve the highly fragmented industry that advertising has become, to maximize the return on investment in ad budgets.

·By using a blend of machine-learning technologies and good old-fashioned marketer’s intuition, programmatic advertising can hit the right audience at the right time to drive higher-quality leads for brands.

·Programmatic campaigns do the heavy lifting for you. Once you plug in the information about your campaign goals and key performance indicators (KPIs), the campaign immediately gets to work. It starts off small using predictive analysis, and evolves from there based on what’s working. This not only gets brands to their KPIs faster, but results in fewer wasted dollars.

Exciting Future with Programmatic Advertising

It is clear from the above-given definitions that adoption of the programmatic approach helps advertisers optimize their campaigns through incorporation of machine-learning technologies like artificial intelligence. This cost-effective tool helps advertisers reach their goals quickly, react instantly to changing market dynamics, and reduce the incidence of ad fraud.

Programmatic advertising opens up endless possibilities that lead to better efficiencies and effectiveness of ad spends.

Author Bio: Preethi Vagadia is a marketing manager worked in marketing department with top notch companies and has over 8 years of experience in content management solution, Advertising Technology, ad server software. Sports, content writing and music are her hobbies.

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Robert D. Cobb
Founder, Publisher and CEO of INSCMagazine. Works have appeared and featured in places such as Forbes, Huffington Post, ESPN and NBC Sports to name a few. Follow me on Twitter at @RobCobb_INSC, email me at robert.cobb@theinscribermag.com

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