Digital Marketing All-In-One For Dummies by Stephanie Diamond

Author:Stephanie Diamond
Language: eng
Format: epub
ISBN: 9781119560241
Publisher: Wiley
Published: 2019-05-07T00:00:00+00:00

Considering programmatic buying

The ability to make ad decisions in real time is another important development for advertisers. It’s called programmatic buying (PG) and allows brands to send ads to their potential customers via such things as emails or mobile phone numbers based on their current website behavior.

The use of PG requires that brands put automated functions in place on their owned channels. The customer data that’s collected triggers the buying of specific ads that are directly responsive to users’ behaviors. This is different from real-time bidding (RTB), which is associated with inexpensive inventory. Proponents of programmatic buying emphasize that their ads are linked to quality interactions from buyers.

This type of paid advertising has several benefits, which include the following:

Ads can be seen across the consumer’s devices — mobile devices as well as laptops. They don’t have to be in one place.

Advertisers have greater control over what their customers see, and when. They don’t have to wait until the customer triggers the ad online.

Real-time customer interactions can be measured to provide valuable insights and help advertisers make predictive decisions.

This type of advertising replaces the tediousness of making individual buying decisions manually.

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