Buying and selling digital advertisements is referred to as programmatic advertising. Essentially, this type of advertising is commonly used for purchasing digital ad inventory web-wide, apps, videos, mobile as well as social media. Workflow automation and machine learning algorithms based on shopper behavior.
An example of this could be if I am googling for a Tesla, or Tesla dealers Michigan, these algorithms can take my searching behavior to show me ads in regard to Tesla or car dealerships in Michigan since that will be relevant to me and my past search behavior.
The process of programmatic ad buying starts with when web users click on a website, they then gather an impression for auction through header bidding, or utilizing SSPs. In the next step, the DSP bids on behalf of the advertiser for the impression solely upon the strategies, budgets and some other factors of the ad campaign. Then. the publisher will assign the impression on whoever wins the bid, and the ad will be instantly served on the mentioned website.
Buying media is also an automated process in purchasing space digitally for advertisements. Using the programmatic media buying concept can cut down on wasted advertising impressions by showing these ads to relevant audiences.
Programmatic Campaigns in:
Health care
One area out of many that programmatic advertising is extremely effective is in the healthcare industry. Programmatic campaigns from healthcare providers can be utilized to target patients, or even DRs or other healthcare providers to users who may need medicine or a certain medicinal device. These campaigns can also be utilized to educate these targeted users on information about specific products, brands, services, etc. Programmatic advertising has also helped the healthcare industry in their marketing tools to help reach as well as engage audiences who may not be otherwise reached without this tactic.This is very cost-effective in healthcare as it avoids wasting ads in certain platforms of social media.
E-Commerce
Managing data in e-commerce can be very effective if utilizing programmatic advertising. As I previously mentioned, utilizing programmatic advertising allows businesses to not only collect, but use data and search behaviors from potential customers or users in general to help deliver more relevant ads and target users based on the behaviors. This can help not only create a better customer experience, but also increase the businesses sales by taking advantage of this.
Recruiting
Having hard to fill positions at a company can be very costly and stressful in trying to mitigate. Programmatic advertising can help this immensely. It can help target ideal candidates, as well as distributing the supposed job opening to other websites as an advertisement. It can get you applicants utilizing a performance based approach while also staying in control of your budget for this. A great example is Indeed Sponsoring, with this you can set a budget and boost jobs to attract applicants to help increase applicant flow while paying attention to the performance of the postings to stay on top of the budget.
