The digital age took off with the advent of the internet and the development of the Web 1.0 platform. Technological advances over time have helped in the attrition of the customer-base of conventional marketing agencies, uprooting them to the digital basin. However, at that time many digital marketers were sceptic whether their policies would help them leverage much of any benefit as the internet had not yet seen extensive deployment.
After the birth of Google in 1998, the internet bubble burst, expunging out minor search engines paving way for the giants in the business. Interestingly, digital marketing world saw its first dramatic gush in 2006, when search engine traffic exceeded 6 billion users in a single month.
Sensing an opportunity, Google began to dilate, introducing products such as Adwords, which are 3 line ads that show up at the top or to the right of search engine results, and AdSense -which is a cost-per-click advertising scheme. In time, Google realized the worth of analysing the content it received and then tailored ads solely on the basis of user’s online behaviour, keeping in account of its interests and dis-interests, and went on to become the only major player in the world of online business.
Since then digital marketing industry has witnessed numerous innovations, setting digital marketers in motion to capitalize on the fledging technology; one such innovation, or you can deem it as a more apt usage of common sense, Programmatic Display Buying is doing rounds nowadays.
Turning the clock backwards, it has once again placed digital marketers to tackle the challenge of educating their clients that digital marketing is the future of advertising, and that they need to embrace digital as a marketing channel. They find themselves in a similar position today, with the dawn of programmatic display buying.
So, what is Programmatic Display Buying?
Programmatic display buying entrusts online marketers with the aptitude to target audiences with an advanced level of precision across a broader alley of contexts and devices than it has ever been done before. It leverages the benefits of the advancements in data-driven advertising to churn out more engaged audiences, significantly reduced media waste, and improved marketing to seek out new audiences and convert them effectively.
It allows you to accrue data on your customers and clienteles across time and to engage with them at various moments or platforms which might be most effective at the time of consideration in the sales funnel. In so doing, this facilitates brands to optimize media spend by interacting with customers at key times, re-targeting messaging and serving ads across a multitude of programmatic channels such as display, video, mobile, and social media simultaneously.
So, in what ways programmatic display buying can help businesses? Well, we will get you acquainted with the benefits in our next iteration of the series.