programmatic advertising
Successful
communication
Programmatic advertising: what it is, how it works
and how it can be used to create positive
experiences for the target audience
By OEMKIOSKS – www.oemkiosks.com
Programmatic advertising is a trend
that has come to stay. Over the last
decade, the world of advertising has
allowed brands and companies with
unprecedented accuracy in reaching and
activating their target audiences.
Standardised advertising for all
audiences no longer works. Customers
and users of new technologies want and
expect more personalised experiences
more often. And the expansion of the
media and customer data now makes ad
purchase increasingly complicated.
What is programmatic advertising?
Programmatic advertising is a term which
encompasses different technologies
that automate the purchase, positioning,
and optimisation of advertising, whether
performed in real-time or near real-
time, with different levels of control
and automation. The main objective
with programmatic advertising is simply
to replace humans activities in the
negotiation of advertising spaces.
In a context of advertising purchase, the
term ‘programmatic’ means the use of
metadata to target the audience, based
on different variables such as geograph-
ical data, behavioural patterns, demo-
graphics and interests etc. This gives ad-
vertisers the ability to know exactly what
medium to be, the right ad to display, at
a certain time for the right audience.
Programmatic advertising is
dependent on real-time bidding
(RTB) processes and platforms. Every
time each page is opened, there’s an
algorithm that looks for advertisers
interested in the ad space on that page.
And the advertiser who pays the most
for the user of these pages gets the
advertising space to advertise their
product/service.
The revolution has begun,
programmatic advertising has changed
the way advertisers buy advertising
space with new standards in an
increasingly technological industry, of
which speed, personalisation and data
KIOSK solutions 29