what is programmatic in digital marketing

what is programmatic in digital marketing

Programmatic advertising is a method of buying and selling digital advertising inventory using automation technology. It involves the use of software to automate the buying, placement, and optimization of digital ad campaigns.

The key features of programmatic advertising include:

• Real-time bidding (RTB): Programmatic advertising is built on RTB, which is a real-time auction system that allows advertisers to bid on and purchase advertising inventory in real-time.

• Data-driven targeting: Programmatic advertising uses data to target specific audience segments, such as demographics, geographic locations, and behaviors. This allows advertisers to reach their target audiences more effectively and efficiently.

• Automated optimization: Programmatic advertising platforms use algorithms and machine learning to optimize ad campaigns in real-time, based on factors such as performance metrics and audience data. This allows advertisers to achieve their goals more efficiently and effectively.

• Real-time reporting: Programmatic advertising platforms provide real-time reporting and analytics, allowing advertisers to monitor the performance of their campaigns and make data-driven decisions.

• Inventory sources: Programmatic advertising provides access to a wide range of inventory sources, including display, video, mobile, and social media, allowing advertisers to reach their target audiences across multiple channels.

Programmatic advertising is changing the way digital advertising is bought and sold, and it is becoming an increasingly popular method for advertisers to reach their target audiences and achieve their marketing objectives. By leveraging automation technology, programmatic advertising provides a more efficient and effective way to buy and sell digital advertising inventory, and to reach and engage audiences at scale.

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