Programmatic advertising – Watch out for the trends

A relatively new concept, pragmatic advertising is a digital marketing process and has created an instant stir and taken the market field by storm. However, what is this new trend in the world of online advertising? How does it work and why has it become such a rage in a short period? Well, as the name programmatic suggests, this new trend involves the ousting of the traditional process to purchase digital advertising. As opposed to the need for involvement of manual insertion orders and human negotiation, there is a use of software to carry out the process more efficiently. In simpler words, machines do the work that is otherwise carried out by humans.

The new trend of programmatic advertising automates marketing by streamlining the process of ad-buying with the help of technology and data. Ad inventory is sold and purchased through the aid of computers.

Why the trend in programmatic advertising?

Typically, digital marketing is carried out through buying and selling of advertising space via the intervention of salespersons and other professionals who bought and sold space. However, the process involves unreliability and is much costlier. Digital ad buyers and sellers have to shell out a higher amount of the risk of more errors in the process. On the other hand, programmatic advertising brings along efficiency. The new process is carried out by software and thus, there is no need for human intervention. The point is that the machine carries out the advertising process with extreme precision and little to no possibility of error. Most importantly, programmatic indicators allow advertisers to study and generate greater insight into the behavior of consumers, making it much easier to reach the target audience. Higher the relevance of the ads, better will be the conversion rates.

Programmatic advertising will no doubt decrease the menial tasks that have to be carried out by advertising professionals. However, technology cannot replace humans when it comes to stratification and optimizing for the aftermath process that has to be carried out by the software. Although the need for manual labor is cut out, the good news is that marketing professionals can now spend more time on customizing campaigns that are well-planned and sophisticated.

There is absolutely no denying to the fact that programmatic advertising is here to stay. Although at present, the number of marketing organizations who have traded programmatically is not very significant, the number is expected to increase by manifold. And why not? After all, programmatic marketing does bring with it numerous advantages that play over the traditional marketing process. A growing number of advertising agencies have opened their door to programmatic advertising to buy large chunks of media space. What is even more amusing is that advertising and marketing agencies have now begun to set up specialized in-house departments that specialize in programmatic advertising and marketing as they set aside bigger budgets than before. At present, it is only online advertising, but it isn’t too far before media spaces such as print, and hoardings will be sold online through programmatic advertising.