The murky world of Programmatic Advertising, begins with its label. Before answering why Programmatic, we need to define what Programmatic advertising is?
Programmed Automatic Advertising, use technology platforms and ad exchanges to find segmented, targeted audiences across Publishers and Online Video platforms.
The most popular Platforms being Google Marketing Platforms DV360, The Trade Desk, StackAdapt, or Remarketing specialists Ad Roll and Criteo.
The lure of Programmatic Advertising is the promise of the old marketing maxim; right ad, right person, right time.
There is a premium paid for achieving this marketers dream. At usually a 15% Tech Fee, on top of your agencies 10-20% media fee, add in Publisher Fees/Kickbacks/Commissions and unfortunately the premium can run as high as 50% of your advertising investment. This premium coupled with the titles of those who lead programmatic discussions as ‘Traders’, causes our spidey-senses to be on alert.
The programmatic creed may be better summed up as; right person, right time, trust us.