If you are looking at advertising your product or service across the internet, then you’ve come to the right place. This article will give you a brief overview of programmatic advertising.
What is programmatic advertising?
The use of software to buy digital advertising is programmatic ad buying. It uses algorithmic software which helps in purchasing and selling goods online in the display space as compared to traditional methods that include requests for proposals, tenders, quotes, and negotiation.
And, programmatic advertising is a more sophisticated way of placing ads as it not only uses traffic data and online display targeting, but also drives impressions at a scale that results in a better ROI for marketers. It produces amazing results for both – SMEs & global brands.
How does programmatic advertising work?
To keep it simple, an advertiser is looking for a digital space to market their product, this process can be done manually, which is obviously tedious considering the expanse of the internet. The whole process is streamlined using various software that targets said ads on these spaces in real time depending on the kind of user that has landed on the page.
For a tad bit of a complicated but systematic explanation, you can refer to the chart below.
When an advertiser is ready to promote their product or service, the programmatic ad agency plays its role, using DSP (Demand-side-platform) that automates the process of buying ad impressions, while ensuring that the ads only reach the right audience.
Programmatic buying flow in a nutshell:
- A user clicks on a website
- The owner of the website puts an ad impression up for auction (SSP)
- Advertisers place their bids for the impression (DSP)
- The ad impression goes to the highest bidder
- The (new) user can now see the ad on the website
- The user clicks on the ad and converts
Even though there are so many steps involved, the whole process occurs almost instantaneously.
Statistically, the market cap for programmatic display advertising is increasing globally more than ever. Programmatic advertising in India is a flourishing market that helps garner attention, especially for small-scale businesses.
If you want to increase your brand or business’s reach, but also don’t want to get into the nitty-gritties of how to use programmatic advertising, then, simply head to Chimp&z inc. Their esteemed portfolio & experience in the digital space makes them one of the top programmatic advertising agencies in India.
Author: Ankit Dadhich – I love to play boardgames & solve brainteasers. Apart from that, I also enjoy researching & analyzing new things to predict future trends.