Programmatic advertising has been around since the 1970’s. However, with the advent of newer mediums such as the Internet, its usage has increased significantly. Programmatic advertising is also referred to as ‘Pay-Per-Click’ advertising. This method of advertising is very popular because it does not require the advertiser to pay for advertising space. Instead, the host site, or publisher, pays an anchor site to host the advertisements.
Programmatic advertising exists at a wide scale in a number of media types, such as video, web, display and mobile. Traditional offline media are far way behind on their way into becoming digitized as well. Many traditional websites that were once managed by newspapers and television stations are now being managed by ad agencies. Advertisers are only now beginning to see how effective programmatic buying can be. Starting to see ad inventory in places like bus stations, billboards, and online ads is the beginning of the decline in traditional marketing efforts.
The success rate of most programs has been extremely high for advertisers and marketers alike. In fact, many programs offer a 100% return of investment and have little to no recurring fees. When a campaign is created using programmatic technology, the marketers get to choose the ads that will run based on keywords and geo-locate ads. This makes the campaign less predictable.
Programmatic advertisements have become so popular that they are available in most major search engines. Google has recently launched their ad network called AdSense. As one of the largest advertisers in the world, Google has taken full advantage of the power of this new form of online advertising. With the power of this new medium, Google is able to provide relevant and targeted content to its users. This means more conversions and ultimately, more revenue. Programmatic display advertising is an effective way of driving traffic to a site and is only limited by the time you have to research and set up your campaign.
Many programs offer different ways to manage and control the campaign. Depending on what you want to accomplish, there is a programmatic advertising solution to fit your budget, your audience, and your goals. Most marketers are finding that managing ad spend on a per click basis or pay per impression basis is the easiest way for them to manage their campaigns. With pay per click, you only pay when someone actually clicks on your advertisement and visits your site.
If you are only running one campaign at a time and do not need to manage multiple domains, ssp, or as groups, a managed campaign is what you need. Programmatic advertising provides advertisers with a consistent and reliable source of leads that they can count on over a long period of time. As long as you work with an experienced company that can handle the technical aspects as well, you will be able to find a solution that is right for your company and your needs.