Sit Back and Watch Your Ads Work
Just as the number of channels which can be used to reach the customer has increased, so has the complexity of buying ads in the right channels. Making it easy to get it right is what programmatic buying is all about. The intricacy of finding your way to the customer is resolved with the same technologies that are at the heart of the expansion of audience endpoints. As and when the right audience emerges for your message, the particular spot is taken over for sending out your advertising message. Reaching out becomes very precise as is the measurement of the results of the reach out.
It is a very natural evolution for marketing to go programmatic. The vast number of digital ecosystems which power their devices make it obvious that advertising has to get automated. Wherever people go, the things they seek out and the interests they reveal are used to provide them with the products and services which are relevant to them. The mind of the consumer is captured and is transmitted over to the marketer in real time. The response is not of the marketer though, but it is of the programmatic system.
Programmatic buying represents a major step forward in online advertising as the rates of conversion are more efficient than just an ad placed in a particular platform. Here, the ads are spread across channels, and in real time. There is an element of bidding, real-time bidding, involved in programmatic buying too. The overall marketing expenditure is however bound to come down as a result of the efficient targeting created by programmatic buying. There could be some resistance in the form of publishers reluctant to open up their prime advertising estate to a wider advertiser audience and for a probable lowering of earnings.