Programmatic advertising or programmatic marketing is the process of buying and selling ad inventories in real time through an automated bidding system. This intricate system allows brands or marketing agencies to buy ad impressions on sites, apps, or social media platforms. Programmatic media, as it is also known, encompasses ad spaces for digital out-of-home, online, streaming, TV, video, and voice ads.
Programmatic media buying leverages artificial intelligence (AI) algorithms, machine learning, and predictive analytics to deliver results. And since it relies more on programs and less on humans, the expensive and paperwork-laden practice of traditional marketing negotiations is eliminated. Instead, the bidding process and the purchase of ads are automated based on pre established parameters.
Programmatic advertising analyses a consumer’s behaviour, demographic, cookie data, purchase history, etc., to determine which ad should be shown to a particular website visitor or social media user.
Popular programmatic advertising channels are :
Display ads , Social media ads, Video ads, Podcasts
- Mishkaat January
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