Programmatic advertising is one of the hottest topics in digital marketing. With the increasing number of advertisers using this technology, it has become necessary for marketers to understand the foundations of programmatic advertising.
A few months back, my friend Ankush, was tasked with setting up an advertising campaign for the agency. Ankush had been working on this campaign for weeks. He was confident that his campaign would generate a ton of leads.
The day of the campaign launch arrived, and Ankush was eagerly checking the analytics to see the results. He was shocked to see that the campaign had generated zero impressions. He tried to figure out what went wrong. After hours of troubleshooting, he realized that he had accidentally set the campaign to run in a different time zone.
Ankush’s mistake is a classic example of how easy it is to make a silly mistake in an advertising campaign, but it also highlights the importance of understanding the foundations of programmatic advertising. To help you avoid a similar mistake.
Programmatic advertising is a form of digital advertising that uses algorithms and technology to buy and sell ad space in real time. According to a report by eMarketer, programmatic advertising spending in the US is projected to reach Us$ 29,800 Mn by 2025.
Programmatic advertising has several benefits, including improved targeting, better efficiency, and cost-effectiveness. It allows advertisers to target specific audiences based on data and behavior, making it more likely that the ad will be seen by the right people at the right time. Additionally, programmatic advertising automates the ad-buying process, reducing the need for manual intervention and allowing advertisers to scale their campaigns efficiently.
A quote from one of the pioneers of programmatic advertising, Dave Morgan:
“Programmatic advertising is like teenage sex: everyone talks about it, nobody knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it…”
While this quote is hilarious, it also speaks to the confusion and complexity surrounding programmatic advertising.
However, as with any technology, programmatic advertising has its challenges. The complexity of the technology can make it difficult for advertisers to understand and implement, and the sheer volume of data can be overwhelming.
As a result, it’s essential to have a strong understanding of the foundations of programmatic advertising to ensure successful campaigns. In addition to understanding the technology, it’s important to stay up-to-date with the latest trends and developments in programmatic advertising. For example, header bidding is a relatively new technique that has revolutionized the way ad space is bought and sold in programmatic advertising.
With a solid foundation and a bit of practice, you can become an expert in programmatic advertising and avoid any silly mistakes like Ankush’s.
While programmatic advertising may seem intimidating at first, it doesn’t have to be. With a good understanding of the foundations, you can successfully navigate the world of programmatic advertising and create successful campaigns. Remember, as Dave Morgan said, “Programmatic advertising is like teenage sex,” so don’t be afraid to make mistakes and learn from them!
