Programmatic advertising automatizes the targeting process for advertising purchases which makes the processes of campaign setup and launch significantly faster. Artificial intelligence chooses the best online platform according to the needs of the advertiser and buys the hosting for ads at auctions which take place in real time. The huge advantage of this autonomous process is that it is completely void of human interference – the job is done by a robot which acts on the basis of the data provided by a client. An individual may not know about all the possibilities for ad space purchase, whereas AI is capable of that.

How programmatic advertising works

Programmatic advertising is purchased at special platforms which are quite numerous. Each of them has its specifics, however, they all operate on similar principles:

• the advertiser sets the budget within a specified advertising campaign;
• the campaign should include specific goals;
• the advertiser uses key performance indicators as the indicators of how well the campaign corresponds those;
• the platform automatizes the process of selection of appropriate online sites;
• AI conducts an auction to determine which advertiser gets a certain hosting.

It is necessary to keep in mind that all the processes take place within the period of time between the moment when a user requests a web page and when it is shown on their screen.

Benefits of programmatic advertising for businesses

The main benefit you get is the interaction with your target audience. It means that a business as an advertiser obtains leads which allow them to monetize a mobile application, website or another platform. It is possible to target various user groups within one advertising campaign, which is really convenient as you are guaranteed that your advertisement is going to be seen by those who it is intended for. Plus, it doesn’t matter where they are – AI looks for your audience on all available platforms and routes your ads there.

How to choose a programmatic advertising platform

There are a lot of such platforms, which is why in order to make the right choice you need to ask questions and find out whether a certain platform can provide you with resources and tools necessary for your business. It is advisable to inquire about the following aspects:

• coverage;
• available ad exchange markets;
• whether the market covers any relevant websites;
• whether it contains a demand side platform (DSP);
• how the platform charges for its services.

Source: Plato Data Intelligence: PlatoData.io