Once upon a time, buying ad space on the internet was much like buying an ad on TV or in a newspaper. You would simply reach out to someone, pay a fee, and provide them with the ad you wanted them to display. Programmatic advertising is different, and in the digital landscape, it’s crucial. Here are some reasons why you should be thinking about it right now and making plans to add it to your digital marketing budget.
When it was first introduced, programmatic advertising was a way for media companies to sell off remnant ad space. It allowed advertisers to provide an ad and a budget and basically gave the media the freedom to put the ad wherever it would fit, and usually at a steep discount. These days, it has evolved a great deal, and it continues to evolve all the time. Today, brands use specific platforms to determine which impressions they want to buy – and what they’re worth – and publishers use a similar platform to sell ad space to those brands. Because the two platforms work together, they are matched up in real time, and this allows the best possible buyer-seller combinations.
Though programmatic advertising does require you to relinquish some control over exactly where your ads end up, there are numerous benefits to consider.
Though programmatic advertising is gaining ground, it’s only one of numerous methods being used to buy ad space in the digital world. Many, many companies and platforms still rely on old-fashioned transactions between buyers and sellers, so if you are considering making the move to programmatic advertising, it’s best to start off slowly. Eventually, you will find the sweet spot that helps drive traffic, sales, and revenue forward.