Programmatic advertising offers a smarter, faster alternative to manual digital advertising. Before programmatic advertising, ordering, setting up, and reporting on ads all had to be carried out manually. Both publishers and advertisers may find themselves struggling with the management of ad space, while manually negotiating the sale and purchase of ads is a time-consuming process.
The benefits of programmatic advertising:
- Ability to scale. Programmatic advertising allows advertisers to reach a large audience by purchasing ad space from any ad inventory available, rather than being limited as they might have been before.
- Real-time flexibility. Advertisers can make real-time adjustments to ads based on their impressions, and they can take advantage of a broad range of targeting criteria.
- Targeting capabilities. With superior targeting, an advertiser’s budget can be put to better use and spent more efficiently.
- Efficiency. The process is more streamlined, and more relevant ads are served through targeting. Access to a large pool of publishers means advertisers can get a better return on their investment, while publishers can maximize their revenue too.