What Is Programmatic Advertising?
Programmatic advertising uses automated technology to buy and place digital ads in real-time. Instead of negotiating directly with publishers, algorithms handle ad placement across thousands of websites, apps, and platforms in milliseconds.
It sounds complex, but the concept is simple: show the right ad to the right person at the right time, automatically.
How It Works
When someone visits a website, an auction happens in milliseconds. Advertisers bid to show their ad to that specific visitor based on their demographics, browsing history, interests, and behavior. The winning bid’s ad appears instantly. This entire process takes less than 100 milliseconds.
Types of Programmatic Advertising
- Display Ads — Banner ads across websites and apps
- Video Ads — Pre-roll, mid-roll, and outstream video
- Native Ads — Ads that match the look and feel of the content around them
- Connected TV (CTV) — Ads on streaming platforms like Hulu and Roku
- Digital Audio — Ads on Spotify, Pandora, and podcast platforms
- Digital Out-of-Home — Programmatic billboards and digital signage
Benefits for Businesses
Precision Targeting
Target audiences based on demographics, location, interests, online behavior, purchase intent, and even weather conditions. This precision minimizes wasted ad spend.
Scale
Access millions of websites and apps through a single platform. Programmatic gives you reach that would be impossible to achieve through direct ad buying.
Real-Time Optimization
Algorithms continuously optimize campaigns based on performance data. Underperforming placements are automatically deprioritized while top performers get more budget.
When to Use Programmatic
Programmatic excels at brand awareness campaigns, reaching specific audience segments at scale, retargeting website visitors across the web, and supplementing search and social campaigns with display and video.
Getting Started
Programmatic advertising requires expertise to execute effectively. Partner with an agency that understands the technology, has access to premium inventory, and can optimize campaigns for your specific goals.
Explore Programmatic Advertising
Brandastic manages programmatic campaigns that put your brand in front of the right audience at scale. Get a free advertising consultation.
