Programmatic Advertising: A Beginner’s Guide


Programmatic Advertising: A Beginner's Guide

In this article, we will discuss what programmatic advertising is and how it works. We’ll also talk about all the benefits of using a programmatic strategy as well as how to set up your campaign. Finally, we’ll provide some tips on how to find the right programmatic advertising platform for your needs.

What is programmatic advertising?

Put simply, programmatic advertising is the buying and selling of digital ad space through automated means. This process is made possible through real-time bidding (RTB), which allows buyers and sellers to interact with each other in milliseconds.

  • Programmatic ads are faster than traditional ad campaigns as they do not require advertisers to wait for a publisher’s approval.
  • Advertisers can also track campaign performance at any time and adjust budgets accordingly, which means you’ll only pay when your ad is clicked or seen by an audience that might be interested in buying your product/service.

How does it work?

When a user is browsing the web, they are served different adverts on each page that is visited. The way this works is through cookies being stored in users’ browsers which means that programmatic platforms can target certain demographics based upon their shopping habits and interests.

When setting up a programmatic campaign, there are three key players involved: the advertiser, the publisher, and the demand-side platform (DSP). The advertiser is responsible for creating and submitting ads, while the publisher is in charge of displaying them on their website or app.

Why you should use a programmatic campaign?

There are many benefits to running automated programmatic campaigns. Firstly, it’s a more efficient way of buying and selling ad space as it removes the need for manual intervention. Secondly, programmatic advertising is more targeted than traditional forms of advertising, meaning that you’re more likely to reach your target audience. Finally, programmatic campaigns offer better value for money as they can achieve higher click-through rates (CTRs) and conversions.

The benefits of using a programmatic strategy

The main benefit of using programmatic advertising is that it allows you to automate your campaigns, meaning that they can be managed remotely. This form of advertising also provides higher conversion rates and CTRs than traditional forms of marketing while allowing for more targeted audience targeting.

Essentially, programmatic advertising gives you:

  • Higher conversion rates and CTRs than traditional advertising methods
  • Automated campaign management allows for remote control
  • More targeted audience targeting
  • Greater efficiency in terms of time and money

How to set up a programmatic campaign?

Setting up an automated programmatic campaign can seem daunting, but it’s a very simple process. Firstly, you’ll need to find a reputable programmatic platform that meets your needs. Once you’ve found the right platform, create an account and deposit some funds into your newly created advertising budget. Next, select the websites on which you’d like to advertise and set your targeting criteria. Finally, create your adverts and schedule them to run for the desired period.

How to find the right platform for your needs?

Not all programmatic platforms are created equal, so you must do your research before signing up. When looking for a platform, make sure to consider things such as pricing, features, reach, and target audience.

Examples of Programmatic Platforms (DSPs):

  • Facebook Ads Manager
  • Rocket Fuel
  • Media Math
  • Amazon (AAP)
  • DoubleClick
  • LiveRamp
  • Choozle
  • TubeMogul
  • BrightRoll
  • AppNexus

Is there anything I need to know before starting my campaign?

Yes! Programmatic campaigns often require the use of third-party cookies or pixels so make sure that you understand how they work and that you have the consent of your users. If these aren’t in place, programmatic campaigns won’t be able to work effectively.

Problems that could occur while using programmatic ads include:

  • Failure to obtain consent from users
  • Programmatic campaigns won’t function properly without third-party cookies or pixels in place.
  • Not reaching your target audience due to incorrect targeting criteria set up by the platform.
  • Problems arising with underperforming adverts could result in an increase in costs for additional advertising space on other websites.

That’s it for our beginner’s guide to programmatic advertising. We hope you found it useful! If you have any questions, feel free to get in touch.

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