You might think programmatic ad buying is a totally new idea, however, the truth of the matter is that two of the largest online companies are offering it. We are talking about Facebook ads and Google Ad Exchange. But how does it work? Read below to know.
Programmatic ad buying works this way: First, you get as much information about your target audience and let the ad buying platform do its work.
For example, if you are selling a particular brand of steam irons, you get information on who your buyers are. If you have been in business directly selling these products, you would know who these people are, how old they are, their gender, etc.
However, if you are an online marketer who is selling for the first time, you might not have this kind of information. However, you do not need to worry because there are third-party information sleuths that have the market information you need. You can buy information from these sources or you could gather information right on your website.
The best marketers, though, understand that there can never be too much information as far as their target audience. And so they combine information from different sources and enter the information on the advertising network. But what happens next?
The algorithm within network will then start to match the information with their users. Different websites have cookies and other identifiers that alert the algorithm that there is a match. The same program will then bid on ad space and optimize your ad before displaying it to the match.
You might think that the entire process of automatic smart ad buying takes a lot of time. However, the truth of the matter is that everything happens within a matter of milliseconds. This is especially true in the case of Facebook where everything is in one place.
Should you do programmatic advertising? The quick answer is that yes, you should. It’s the closest that comes to directly selling to a person in a face-to-face situation.
If you have done any direct sales before, then you already know that you don’t just approach anyone with an offer. You do research on someone first, taking care to ensure that he or she would be receptive to your offer.
It’s the same way with programmatic ads. Only the people who are most likely to buy will see your ads. The result is that you get more returns on your ad spending.
The good thing about it is that your ads can be optimized to different platforms s – laptop and mobile, website or app and the Draco Business Publishing goes into more optimization detail. And all of it is done automatically. As we said, the power of the programmatic ad platform is the automation of most aspects of the marketing process.
Although it has been around for some time, it wasn’t until 2015, that this type of ad exploded. And it will only become bigger as people are able to appreciate its power more and more.