As many of you know, our next luncheon on September 19th is about the basics of programmatic advertising. But, many of us aren’t quite sure what programmatic advertising is or why it matters. We wanted to give you some information about programmatic advertising so you can decide if this next luncheon is for you.
First, how do you currently advertise your business? Most of us manually choose where to spend our money, what we think will be the most efficient use of our budget and what will ultimately get us the best return on our investment. Online advertising, digital out-of-home media, streaming ads and TV ads are all in the realm of what we spend our marketing dollars on day in and day out. But have you ever thought of the degree of human error, biases and missed opportunities that are exposed in your current strategy?
Programmatic advertising helps solve these biases and sees opportunities that people may not. It is machine learning applied to your marketing spend to optimize for better return on investment.
Put simply, brands or agencies use a demand side platform (DSP) to decide which impressions to buy and how much to pay for them, while publishers use a supply side platform (SSP) to sell ad space to brands. These two platforms are then matched up in real time. It is buying ad space automatically, with machine learning deciding which ads to buy and how much to pay for them.
In many cases, we go through the publisher to make our decisions of where to place ads when, without guaranteed impressions or real-time data. With programmatic advertising, the control is with the advertiser, with real-time bidding on guaranteed impressions. It is using data to make better decisions with your advertising budget. By using real-time data you can optimize your campaign on the fly and make better decisions.
Sound complicated? Rachel Mimken, Director of Client Experience at Choozle will join us Tuesday, September 19th to explain the ins and outs so you can see if this is something that is right for you and your organization.
Join us to learn more about programmatic advertising and how you can use it to improve your advertising efforts!
Click HERE for event details.