The benefits of programmatic advertising for companies
Why you need to be careful about privacy
The main steps for a programmatic advertising campaign
Why and How to Do Programmatic Advertising in 2023
In the world of digital advertising, it is always essential to stay on top of the latest trends to achieve your goals. Programmatic advertising is booming in 2023 , establishing itself as a fundamental tool for successful marketing campaigns that reach the right customer at the right time. This sophisticated form of advertising offers a targeted and data-driven approach to effectively reach your target audience, improving success rates and maximizing your return on investment. A constantly growing phenomenon, experts predict that $725 million will be invested in it by 2026 .
This type of advertising offers numerous advantages, including targeted audience segmentation, greater efficiency and maximum scalability.
Let's find out more about what it is and how to do programmatic advertising in 2023 to get amazing results.
Programmatic advertising: what is it?
Programmatic advertising is a marketing strategy that uses algorithms and Artificial Intelligence to buy and sell online advertising space in real time. This automated approach allows you to reach the specific target audience, analyzing data and user behavior quickly and efficiently.
Programmatic platforms collect a vast amount of information about users:
demography;
Interests;
browsing behavior;
purchase history.
This is all done through cookies, tracking pixels, third-party data and more. Using bidding software allows companies to optimize their advertising campaigns, improving the accuracy of messages and the overall effectiveness of communication.
The concrete advantages of programmatic advertising
As you can imagine, the advantages of this automated approach are many, especially compared to traditional marketing strategies. The numbers speak for themselves. The percentages that summarize the global trend of programmatic advertising between 2017 and 2022 are: +16% for programmatic, +8% for overall display and -3% for traditional display. By 2026, 86% of the overall digital advertising revenue will come from programmatic ads. This system, thanks to the powerful automations used, is in fact able to segment the most qualified leads , offering KPIs that a successful and ROI-oriented campaign cannot ignore. Furthermore, the automation of the advertising space purchasing process ensures significant savings in time and resources, optimizing budget allocation and maximizing ROI. Finally, programmatic advertising offers the possibility of monitoring and measuring campaign results in real time, allowing for continuous improvement in results.
The Cons of Programmatic Advertising: The Challenge of Privacy and Data Management
In addition to the pros, there are also cons - albeit limited. Programmatic ads involve a complex supply chain, with multiple intermediaries between advertisers and publishers. This complexity can lead to a lack of transparency, with the risk of mishandling users' personal data. It is therefore essential to ensure that programmatic partners and platforms comply with privacy laws.
How to do programmatic advertising, technically
How to do programmatic advertising the right way? These are the main steps:
Define specific marketing goals to achieve. For example, increasing brand france whatsapp number data 5 million awareness, generating qualified leads, or increasing sales.
Select the most suitable programmatic platform, evaluating its technical features, scalability, targeting options, inventory coverage and reporting capabilities.
Segment your audience with the features offered by the selected platform.
Create engaging, relevant and optimized ads for different advertising formats.
Set bids by establishing your budget and the maximum bid your business is willing to pay for each ad impression.
Carefully monitor and optimize key metrics such as CTR, impressions, conversion rate, and ROI.
Observe the collected data to evaluate the results obtained with respect to the objectives set.
Use the data you gain to optimize future programmatic campaigns through A/B testing, experimentation with different audience segments, and new creative approaches.
Getting the Most Out of Programmatic Advertising in 2023 Is Possible
In 2023, programmatic advertising has reached new levels of sophistication and efficiency, offering advertisers the opportunity to more precisely target their target audience. Thanks to the combination of highly segmented data, advanced algorithms and real-time ad inventory, programmatic advertising has evolved into a powerful weapon that generates tangible results. There are no shortage of challenges to address: from data management to protecting user privacy, it is essential to adopt an ethical and responsible approach. Looking ahead, programmatic advertising will continue to evolve towards greater integration of artificial intelli
