Programmatic Basic

Programmatic Advertising is quickly taking over both the digital and traditional marketing channels in a monumental shift of advertising budgets.

I will explain programmatic advertising in the simplest possible terms, while also providing you with the knowledge you need to impress your team.

What is Programmatic ??

In the simple & easy way to understand, Programmatic means, in any context, something that is automated.

In the digital marketing context, Programmatic refers to the automation of buying and selling Display Advertising.

This particular type of advertising comes in several forms and it relies on rich media such as images, video, and audio to convey a message. Its most common type of ad is the display banner.

the first biggest barrier in understanding Programmatic:

Programmatic Advertising, Programmatic Buying, Programmatic Display, and Programmatic Marketing are often used interchangeably and refer, to the same identical process.

Is that all?! No, but it’s a great first step!

let's go little back to understand how business display ads before programmatic in 2010 -2011

Before programmatic advertising, the process of placing digital ads looked more or less like Below Example :

A car manufacturer (Advertiser), let’s call it Maruti, wants to advertise its new, low emission, family car to internet users that match a particular buying persona, e.g. young families that are environmentally conscious. So they decide to target internet users that have the following characteristics:

1. They live in the San Francisco area
2. They have visited a car manufacturer website in the last two weeks
3. They have bought solar panels online before

Maruti then reaches out to an agency, the middle man (Marketer) who has in mind a selection of websites (Publishers) where these ads will work.

After several sales calls, emails, faxes, implementation issues, technical hiccups, and several weeks later, the marketer would seal the deal with the client over a beautiful lunch with a martini or two. You might argue with me that the lunch and martini sound great, but you have to admit that everything else doesn’t.

It was slow, complex, and very inefficient.

The different variable of programmatic & their application will publish in the article.

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