Programmatic Display
A method of buying digital advertising space using automated technology and real-time data.
Description
Programmatic Display in digital marketing refers to the use of software and algorithms to purchase digital ad space in real-time. This method leverages data to target specific audiences more accurately than traditional ad buying methods. It involves using demand-side platforms (DSPs) to bid on ad inventory across multiple networks, ensuring that ads are shown to the right people at the right time. The automated nature of programmatic display allows for greater efficiency, cost-effectiveness, and the ability to track and optimize campaigns in real-time.
Examples
- A travel company uses programmatic display to target users who have previously searched for flights or hotels. By analyzing data, the company can show ads for holiday packages to people who are most likely to book a trip.
- An online retailer employs programmatic display to retarget users who have visited their website but did not complete a purchase. By showing personalized ads featuring the products they viewed, the retailer increases the chances of converting these visitors into customers.
Additional Information
- Programmatic display can be used across various platforms, including mobile, desktop, and connected TV.
- It allows advertisers to reach a broader audience while maintaining precise targeting based on demographics, interests, and behaviors.