Today’s consumer is as unpredictable as ever. With TVs, computers, smartphones, and even smart refrigerators, there are countless ways for people to get the information they want — not to mention the various apps and web browsers on these devices. As your target customers constantly change how and where they get information and entertainment, how could you possibly reach all of these mediums efficiently? That’s where the latest in automated marketing technology comes in, otherwise known as “programmatic advertising.”

What is Programmatic Advertising?

Utilizing huge pools of data, algorithms determine which ad spaces to buy and how much to pay for them according to your goal. This is decided based on how your targeted audience interacts with and spends their time on the internet. Thousands of these decisions are made every second while improving and learning over time to deliver optimal results to advertisers.

Finally, your ads are broadcasted on any platform available and on any device. Even better, you only pay for ads that show to your intended audience. So you are not only spending your vital advertising dollars as efficiently as possible, but you also turn your multi-channel campaign into an omnichannel strategy. Talk about a win-win!

Programmatic ads are available in different types and sizes and include both display and video ads. Here are some examples of where Programmatic Ads appear:

Websites

• nytimes.com 
• reddit.com
• bbc.com
• msn.com
• rollingstone.com
• yahoo.com

Apps

• CBS Sports
• ESPN
• AccuWeather
• Buzzfeed
• Spotify
• Flipboard

Email Accounts

• Gmail
• Yahoo Mail

It’s also important to note that programmatic ads may appear on other sites and apps you may not recognize or have never even heard of. It isn’t about where you are advertising though, it is about who you're advertising to. Programmatic advertising will find ideal audiences for your product and serve your ads wherever their eyes fall.

In an age where consumers go to great lengths to educate themselves before they make a purchasing decision, it is vital to have a digital advertising strategy that will keep your brand and message in front of them every step of the way. In our next blog post, we will get into the more technical aspects and advantages of programmatic advertising. If you can’t wait until then, you can contact us for more information!