Programmatic Marketing.
We are certainly not exaggerating when we say Programmatic Marketing has become an essential tool for any marketer to survive in this world of Advertising.
The question arises what is Programmatic Marketing? And why is it so significant?
To answer this question in simpler words- Programmatic Marketing is buying of media space to showcase the advertisements to the right people with the right message at the right time. It uses Artificial Intelligence (AI) and Real Time Bidding (RTB) to display the ads across all the platforms, such as mobile, video, social media, display, and even television.
Putting it in other words, Programmatic Marketing is an automated, data-driven process that sources the targeting from big data companies like AppNexus, Taboola, and Outbrain. The most effective tool of Programmatic Marketing is Google Display Network (GDN).
PROCESS
Real time bidding (RTB) is a server-to-server buying process that allows inventory (ad space on websites) to be bought and sold on a per-impression basis. It happens instantaneous through an auction that determines who gets to buy a specific impression. It happens programmatically in the same way as financial markets do. If a bid is won, the advertisers ad is immediately shown on the bought publishers site.
As the name implies, RTB works on auction model. This all happens in a matter of milliseconds. Refer to the illustration for better understanding-
AD IS SERVED TO
THE CONSUMER
SSP PICKS WINNING BID
DEMAND SIDE PLATFORM (DSP)
VALUES IMPRESSION AND
SUBMITS THE BID
CONSUMER BROWSING
INTERNET
PUBLISHER SENDS DIMENSIONS
OF AD SPACE TO SUPPLY SIDE
PLATFORM(SSP)
SSP READS USERS COOKIES
IN ORDER TO SERVE MOST
RELEVANT AD
MEASURE
Perhaps, The most important question is – How do you know it worked? Was my ad seen? What did the consumers think? And what actions did they take as a result?
All the questions are answered when advertisers measure the impact of the campaign based on the metrics that matter to your brand. Brands can learn the true impact of each channel and the role it plays in driving conversions by measuring the effectiveness of specific messages across devices.
Measuring helps marketers to make smarter, faster decisions by identifying how much each channel contributes to campaign success.