Programmatic Advertising Benefits for Companies

2022-04-26 by EPR Staff

For companies to achieve success with their advertising campaigns, they need to show their ads at the right time, and to the right people. Additionally, those ads should be creative and relevant enough to capture the attention of the target audience. When it comes to paid ad campaigns, programmatic advertising can offer a solution to many issues that companies have with their campaigns. Programmatic advertising can help companies leverage automation in the ad buying process to increase their reach and efficiently target more people. Media buying was traditionally a very manual process, where companies had to research and identify good placement opportunities and then negotiate the price for those opportunities and manually track their performance. However, with programmatic advertising, companies can automate all of those steps by using data insights and algorithms. This strategy allows companies to serve ads to the right audience members at the right price, and at the right time.

Programmatic advertising

Programmatic advertising works by using artificial intelligence to analyze the behavior of website visitors to help companies understand how likely those visitors are to convert. Then those tools gather all the data from website visitors and help companies use that information to target ads more precisely, and at faster rates than manual advertising efforts. For example, apparel brands can target ads to customers that have previously searched for keywords that are related to apparel, such as “summer shirts”. Companies will have the information on the customers that are interested in apparel, which means the ads that they present to those customers are going to be useful and relevant.

Benefits 

There are a number of benefits of programmatic advertising efforts, such as more transparency and improved targeting efforts. Companies can get a more transparent look into the media buying process by utilizing programmatic advertising efforts. This transparency includes information on where a company’s ads are being placed, the people that are seeing those ads, and the performance of each ad that the business creates. Companies can also target specific audiences through programmatic advertising efforts. There are different targeting options with this type of advertising effort, including targeting by age, location, gender, interest, or the behavior of the target audience.

Efficiency and reach

Compared to traditional advertising efforts, programmatic advertising provides companies with more control and flexibility. This means that programmatic advertising efforts give companies the ability to reach a larger number of people with their advertising campaigns. That’s because, with programmatic advertising efforts, companies don’t have to limit their ads to a specific website or platform. This type of advertising can also help companies improve the efficiency of their media buying efforts by automating the entire process. Programmatic advertising can save companies a lot of time and money simply because it reduces the need for manual optimization of the media buying process. At the end of the day, companies can achieve a better return on investment (ROI) through programmatic advertising efforts by focusing their advertising budgets on the placements that are going to be the most effective.