All you need to know about Programmatic Marketing

Remarketing and Prospecting Programmatic

Programmatic Marketing confuses a lot of marketers. Many of our customers were either confused by or had no idea what Programmatic was before they started working with us.

Since we’re expert Programmatic Media Buyers, we love talking Programmatic Advertising strategy!

If you want to skip this blog altogether and talk with us directly, feel free to shoot us an email or call us here. For those of you who want the straight scoop on Programmatic, here it goes.

programmatic media buyer photoProgrammatic Advertising gives you, the advertiser, the power to deliver personalized, always-on, highly relevant ads to current and prospective customers. Programmatic technology uses Artificial Intelligence (AI) to serve ads to users who have visited your website and to target users who behave similarly online to your current customers.

Programmatic ads are placed by platforms that bid on advertising inventory in real time, based on target demographics and prices that advertisers are willing to pay for inventory. These platforms are called “DSP”s which stands for “Demand Side Platform.” These programmatic marketing systems allow buyers of advertising space to manage multiple ad exchange and ad network accounts through one interface.

DSPs use technology to analyze millions of data points in seconds! They use the data to bid on ad space that aligns best with your goals in real time. DSPs serve ads to users more likely to be interested in your marketing message at significantly lower costs to you!

Programmatic Advertising is a significant advance for online advertising buyers

Programmatic Advertising provides buyers access to ad inventory instantaneously from millions of publishers. Programmatic is replacing the old way of buying where a media buyer would buy ad space directly from a Publisher. Programmatic reduces advertising costs and delivers better quality impressions to more qualified prospects.

Two programmatic marketing tactics we use frequently are:

Remarketing and Prospecting

Remarketing (sometimes referred to as Retargeting) is serving ads to customers who have already visited your website. By placing a pixel on your website, the DSP tracks users who have recently visited your site and serves them ads based on the way they interacted with your website. Remarketing keeps your brand top of mind and delivers a compelling Call to Action that allows you to close more sales and increase your advertising ROI.

Prospecting utilizes that same pixel data gathered from Remarketing efforts. However, Prospecting acquires new audiences based on behavioral data collected from Remarketing.

What does that mean?

It means that if “Sarah” visits your resort website and she books a vacation package, Programmatic technology can find all the look-alike users who behave similarly online to Sarah and serve them ads for your resort to see if they’re interested in also booking a vacation package!

Because Programmatic technology analyzes millions of data points, it can determine which users are more likely to be interested in your ads and offerings — thereby delivering a more targeted ad campaign that delivers higher ROI at a significantly lower cost than a direct digital buy from a content publisher.

What is a DMP?

DMPs are software systems and services that gather a variety of data related to digital marketing activities. DMPs first analyze data then target, verify and is use it for marketing improvement processes. DMPs are the data aggregators that allow Programmatic advertising to target users by behavior and demographics. DMPs are responsible for the “creep factor” that you get when ads resonate so well in your feed.

Does this make sense?

Our goal is to simplify sophisticated advertising methods and make them understandable and digestible.

We recently completed a series of Cornell University Digital Marketing Courses that allowed us to connect with marketers from across the country, many from Fortune 500 companies. Do you know what we learned? Even the best and the brightest who all want to stay up on the latest digital marketing tactics including Programmatic Marketing.