TRAFFIC & STRATEGY
Programmatic marketing :
Are affiliates ready to accept the future ?
The igaming affiliate sector continues to plough ahead with its traditional advertising methods , but there could be another way . Nick Moutter , founder and CEO of Lift , explains why programmatic technology is key for the future of marketing , especially in light of the SEO traffic chaos that followed recent Google updates
In the world of digital marketing , ‘ programmatic ’ is a staple part of any brand ’ s strategy for both awareness and customer acquisition . In the world of igaming , however , it remains relatively unknown by many and the new kid on the block for others . Why is that ?
Programmatic technology hit the world of ad tech around 2010 , replacing legacy ad network buying models with automated real-time bidding ( RTB ) and algorithmic decisions to drive improved performance for brands . This means advertisers got more advertising impressions for less money and much better performance . Hallelujah !
So instead of the ad networks simply buying inventory from publishers for one rate and selling it for another , machines now placed every available advertising impression into a real-time auction . This meant that advertisers only paid for the impressions they wanted , at the right time and in front of the right eyeballs .
This rendered all the legacy ad networks redundant , and they quickly shut down . Giants such as
Specific Media went from hundreds of millions in revenue to closed doors within months , as they failed to pivot and evolve .
As media owners also started to sell far more of their inventory and create greater yields , the industry was truly revolutionised in the blink of an eye . Advertisers started shifting all of their media budgets away from the networks to demand-side platforms ( DSPs ) and publishers frantically connected
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