What Is Programmatic Advertising And What Is It Not: Unpacking 4 Common Misconceptions
Programmatic advertising has become increasingly popular. By adjusting their ad runs to obtain the optimum return, more marketers are increasingly adopting it to support their campaigns.
Majority of marketers concur that programmatic advertising is revolutionizing marketing. However, a lot of individuals continue to have false beliefs about programmatic advertising.
In this article, we will discuss what is programmatic advertising and what is it not to help you understand how programmatic advertising works for you and your business.
What Is Programmatic Advertising
Programmatic advertising is a method that automatically purchases and dynamically places advertisements on websites and apps. It makes use of data insights and algorithms to target the correct audience.
Instead of the standard approach, which is often manual, it is an automatic method of purchasing advertising space. In less than a second, programmatic advertising enables the buying and placement of ads, including targeted advertising material. Ads are served automatically at the appropriate time and price.
Marketers can make use of programmatic advertising in many different channels and formats like native, display, audio, video, connected TV (CTV), and in-game. The good news is, you can also use a multi-channel strategy and mix complementary channels so that you can reach more of your target audience.
What Programmatic Advertising is not
Now that we have discussed what programmatic advertising is, let us debunk the myths around it and be more confident in choosing it for your next marketing strategy!
#1: Programmatic advertising is time-consuming
Who likes to do stuff that takes too much time?
Most, if not all, marketers place a high priority on time. According to research, many have stated that a lack of time to handle campaigns has been a barrier to adopting programmatic advertising more regularly.
The truth? With the right programmatic platform, you can actually save lots of time. Programmatic advertising will help you access different channels and varying audiences in a millisecond.
Before you would consume a lot of time if you wanted to run your native, display, and audio ads, because you’d have to collaborate with three different vendors. However, different programmatic platforms now exist to let you do all of those things in a single location and maximize efficiency across all of those channels.
#2: Programmatic advertising is costly
One thing that hinders most marketers from investing and using programmatic advertising is the thought that it is too expensive.
What new marketers do not know is that you don’t have to spend much! You can save money
You can scale campaigns and better understand customers’ preferences—all while saving money.
Programmatic is more cost-effective than having to go direct. Imagine going direct, brokering contracts, and trying to make deals, whereas programmatic advertising takes all the data and runs it in a fraction of a second to find the inventory for you.
Programmatic also gives you more leeway in determining your ultimate cost model.(And programmatic is always going to find you the lowest cost.)
#3: Programmatic advertising is complicated.
Some marketers think that analyzing data and insights from programmatic advertising is too difficult and taxing. You see, making a decision can be challenging, especially when you don’t have the right data and resources.
In reality, making decisions is easier when you have the right programmatic platform.
While programmatic advertising does require a certain level of technical knowledge, the algorithms and automation make the process easier and more efficient.
In fact, programmatic advertising has become increasingly user-friendly, with many platforms offering step-by-step instructions and support to help users navigate the process. Programmatic advertising allows advertisers to target specific audiences with precision and efficiency, and provides detailed data and analytics that can help businesses optimize their advertising campaigns.
#4: Understanding and using AI-driven contextual advertising is challenging
The use of artificial intelligence (AI) in contextual advertising has led to the misconception that it is difficult to understand and implement.
In reality, it is not as difficult to understand or implement as some may believe. The use of AI in contextual advertising can actually make the process more efficient and effective. AI algorithms can analyze large amounts of data quickly and accurately, allowing advertisers to target specific audiences with precision. This can help businesses improve the performance of their advertising campaigns and achieve their goals more effectively.
Contextual advertising is essential for ensuring that your message reaches your target audience because they are not all concentrated in one location. With this, you can get beyond obstacles and walled garden restrictions with the aid of contextual advertising.
When you use contextual advertising, you may overcome obstacles and boost productivity. With the right support and guidance, businesses of all sizes and expertise can utilize this effective advertising method to achieve their goals.
Overall, programmatic advertising actually offers numerous benefits to advertisers, including efficiency, targeting, tracking, and flexibility. Once we get past the misconceptions of programmatic advertising, its benefits will surely help you and your company of all sizes.
