What Is Programmatic Marketing, And How Can It Help Your Company?

We built the StackAdapt platform from the ground up with artificial intelligence engines and advanced machine learning algorithms at its core. As a business, our target audience is very niche and difficult to reach, particularly since our sector faces restrictions in targeting options on other media platforms. The level of detail, the sophistication of the product and the automations when it came to optimizations has been great. Leverage 1st-party data, intelligent audience, contextual, and location-based targeting to reach your audience with precision and scale.

Agency workflow software from accounting and media planning tools to project management solutions as well as an impactful direct media solution for linear TV buyers. This guide provides a comprehensive blueprint for building a long-term, effective programmatic marketing strategy. Every business, industry, and target audience is different, which means companies might see better results with a different strategy. Using contextual, device, and listener-level data, brands can target audiences during specific moments of engagement, such as workouts, commutes, or leisure time, with precision comparable to display or video campaigns. A programmatic marketing approach allowed The Economist to customize its ads to its various target audiences and created several specialized audience cohorts which received hyper-personalized ads.

But it’s more than just automation – it’s a data-driven approach that helps you get your brand in front of exactly the right audience at the right time. While the principles of advertising remain pretty much the same, it’s no longer a world of Martini lunches and handshake deals. The future of the automated display advertising process lies in more sophisticated audience targeting capabilities. These technologies can analyze vast amounts of cookie data, enabling more accurate audience targeting, ad placement optimization and predictive modeling for campaign performance. For example, a travel company can display ads featuring different destinations based on users’ geographical locations or past travel preferences.

AdTheorent Health was recognized for its groundbreaking algorithm-based and ID-independent audience targeting solution. Our services include planning, implementing, and optimizing marketing automation to deliver cost effective and high impact campaigns to your audience. Social media can be a fast and efficient way to drive your business to the top. Our services include strategy audits, competitor analysis, keyword research, SEO optimizations, content implementation, and ongoing reporting. The ProIQ team partners with you to develop and implement successful SEO strategies to improve the quality of your organic traffic and help your target audience find you online. At ProIQ, we help you stand out from the competition, engage your target audience, and bring your brand to life with compelling website design and development.

Enterprise-Level Solutions for 
Every Agency and Brand

By leveraging real-time purchase data from major retailers, brands are now able to power full-funnel campaigns across not only display, but increasingly across high-impact channels like Connected TV. There are many myths surrounding programmatic advertising which can leave marketers confused about where to start and whether it’s suitable for their business. If you, like 79% of marketers and media agency professionals, believe the decisions you’re making now will impact the rest of your career,8 don’t sit on the sidelines. In fact, 78% of marketers and media agencies say they are already seeing the impact of data transformation today — most commonly through challenges in verifying the quality of buys, differentiating ads and strategy, and reaching the right audience.4 As a result, they are reassessing their needs and are prioritizing features and partners that will allow them to adapt to rapidly evolving regulatory restrictions and consumer expectations.

Connect Ad Spendto Real Revenue

This technology means brands can automate media transactions, allowing publishers to measure the attention they generate in real time. If you want to sound extra smart, throw some acronyms like DSP, DMP, and RTB into the mix (don’t worry, you’ll learn what they all mean in this guide). Specialized advertising partners, like RTB House, have more efficient technologies and methodologies and often access to a wider pool of resources than you could build in-house.

Our suite of tools and predictive technology can make your ad campaigns more focused and impactful. When done right, it’s possible to tell your story across display, video, and native ads, culminating in a final impactful CTV ad. Programmatic advertising is on the rise, and it’s expected to keep growing and bring more exciting changes to the industry.

AI budget allocation platforms — including tools from The Trade Desk, DV360, and independent platforms — dynamically shift programmatic budget across channels (display, video, CTV, audio) based on real-time performance signals. The best demand side platforms have built-in fraud filters, viewability controls, and cookieless targeting alternatives. One of the top DSP companies built specifically around dynamic retargeting. The following list of top DSP companies was built around technology, inventory reach, targeting capabilities, and advertiser performance. The best DSP software reaches users based on demographics, behavior, device type, and geolocation.

Engaged Storytelling for Increased Conversions

PPC is an online advertising model that allows you to place ads in search engine results for specific keywords. Your garage door advertising campaign may go even further, focusing on the demographics of your target audience, like marital status, age, and gender, to build a better ad. Social media sites like Facebook, Twitter, and Instagram present huge opportunities to reach and connect with your target audience. Companies of all sizes, from big brands to small startups, use influencer marketing to create brand awareness, build user trust, and generate sales. That’s why it’s worth checking out — because it could help your company secure that next lead, move those customers away from competitors, or hire that passive candidate. This Internet advertising strategy offers your business a new, innovative, and effective way to reach your target audience.

A demand-side platform (DSP) is programmatic software for advertisers. With traditional media buying, ads are purchased in bulk and advertisers have little control over the inventory and placement. Advertisers may achieve greater efficiency, more targeted marketing reach, transparency, and programmatic marketing real-time measurement and optimization. Programmatic media buying also cuts down on wasted ad impressions by serving ads to relevant audiences and minimizing ad fraud risk—making it cost-efficient, as well.

• But programmatic advertising streamlines the process of media buying, making it more efficient.
• The best way to improve ad performance is to do your research, and be an expert on your target audience.
• Real-time bidding (RTB), also known as open auction or open marketplace, is the most common programmatic auction type — in fact, many marketers think it’s the only one.
• From birthday-cake bakeries to global fashion houses, the technology levels the playing field.
• Not long ago, advertising on major TV networks or popular streaming services was only for national brands with six-figure budgets.

Guideline Launches Verified Ad Intelligence Across AI Platforms

When these tools sync, programmatic marketing turns scattered impressions into one coherent marketplace where every player sees fair prices and real-time results. DSPs cater to marketers and advertisers seeking maximum impact and control over their ads, while SSPs are designed for publishers aiming to sell ads at the best prices to the demand side. This is a business imperative to invest in best-in-class programmatic marketing, with the potential to impact every new technology medium and reach new target audiences. With programmatic marketing’s increased capabilities, it’s critical for marketers and business owners to learn programmatic advertising. Technologies such as machine learning (ML) and artificial intelligence (AI) are having an impact on everything, and programmatic marketing is no different.

Programmatic marketing should be one of the most important tools in your company’s arsenal and yet it is one of the least understood marketing strategies. We've seen it work time and again for our clients—some businesses have seen 150% growth in just a few weeks, while others report a direct and significant lift in revenue. A tool like Adwave was built specifically to hide all that complexity.

DSPs communicate with SSPs to understand what inventory is available for what price. Supply-side platform (SSP) help publishers automatically and efficiently manage the sale of their inventory to multiple buyers in order to maximize their inventory yield. Publishers are digital publications that have ad inventory space to sell on ad exchanges like WIRED, Reuters, the Economist, and Conde Nast. A demand-side platform (DSP) is the technology that enables advertisers to buy ads programmatically on publisher websites and apps that are available on ad exchanges and ad networks.