The first thing we should know that what is programmatic advertising. The automation of buying and selling online advertisements is known as Programmatic advertising. This makes transactions more effective and efficient by putting it into a shape and stronger to digital advertising efforts in one single Technology platform.
This platform of programmatic advertising process involves real-time-binding (RTB) and artificial intelligence technology so that it can access any format and any channel like TV, mobile, audio, digital outdoor, desktop and tablet for buying and selling of advertisements.
Some Reasons for why publishers opt for programmatic advertising are as follows:
Programmatic Advertisings used by Brands:
The digital marketing industry is becoming vast day by day. The publishers choose the path of programmatic advertising, as it is increasingly the pricing, demand and marketing strategies to maximize the revenue growth. The rise of popularity of programmatic advertising increased in the number of publishers who are making their goods available, from which the advertisers can purchase a large amount of inventory from programmatic.
More advertisers are also choosing programmatic because of it’s unique for targeting capabilities, not denying advantages and also of small detailing reports which is the reason that the use of programmatic advertising is increasing day by day.
Programmatic Assures Bidding for the Ad-Spot:
The publishers had to face many problems in finding better fill-rate for their ad-spots. Now the problem has been solved by introducing real-time bidding (RTB). Before RTB came, it became a huge competition among the publishers and programmatic advertising which lead to the failure of certain maintenance. Now with the help of RTB, publishers are achieving remarkable profits.
Different advertisers target the visitor’s profile by contextual, demographic, website targeting, which increases the demand of programmatic advertising to a high chance of the publisher’s ad-spot for bidding in different campaigns relevant to it.
Benefits Publishers of an Open Ad Exchange:
Before knowing the benefits of the publishers, we must know what an open ad exchange is. An open ad exchange is an open digital advertising marketplace for the list of goods that are ready to sale from various partners. Here advertisers can pay a particular amount for the goods that are being sold either physically or programmatically to buy ad view, which refers to the count of the number of times the webpage is loaded of a particular advertisement.
An open ad exchange allows all buyers to buy the inventory in actual time without any delay. Advertisers pay a high amount of money to the publishers because of their ads that are shown to the viewers they want to target. For this open ad exchange technology, publishers get the best effective cost per impressions is known as eCPM.
Small Detailed Reports for Publishers:
The use of programmatic advertising and monitoring of all actions from bidding to ads are shown to the publishers. All sort of advertisement displayed, the result they are getting of their efforts, the number of impressions won the auction and also the number of impressions served by them, all are made clear with the RTB.
By analyzing these reports, publishers can make certain strategies for particular advertisers, ad technologies, or advertisements from a particular region. It will help them to block or allow for further dealing with them. They can also make rules for blocking filter and making an option for a filter for some specific granular controls. This will help the publishers in showing the most relevant ads to their target customers. It will increase in the Click-Through Rate percentage (CTR %), which will help publishers with better revenues.
Programmatic Advertising Helps in Evaluating Authentic Publishers:
Refreshing the pages will display the number of increasing advertisements. For this, it is very important to have potential and legitimate traffic on your website. The reason for this is that an ad exchange will never approve any fraud traffic. If by chance an ad exchange detects any fraud traffic, it will immediately boycott the publisher, and he or she will lose everything that he or she has earned. For long-term income, good quality traffic on the website is required.
Conclusion:
Programmatic advertising is very important for communication of information and various ideas by using various mediums like website, magazines, poster, newspapers and even the commercial ads on TV. It also plays an important role in the overall development of our economy. The economy system fulfils the needs of the society, which supplies products and provides services for the use and enjoyment of the customers. Programmatic advertising also helps in the mass communication system.