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Marissa Mayer, CEO of Yahoo said, "The opposite of programmatic is manual, not premium.” Programmatic advertising has created an unprecedented opportunity for marketers, who are now able to take advantage of the substantial amount of data in the market to help target and find new customers in a precise and relevant way.
Real-time bidding is an important trading component of the marketplace but it is the marketplace as a whole that is becoming programmatic. This allows organisations to connect the dots between their content, their audience and their media buying; to ensure they are genuinely reaching their target audience based on their likes, preferences and behaviours right here, right now. It goes without saying that this has become a hugely powerful asset for brands.
The revolution of programmatic advertising will enable mobile advertising to connect with mobile users on a cross channel platform through smartphone, desktop and tablet. This will enable brands to target and connect with their customers using tailored marketing messages. A big drive for this new model will be the ability to combine the analytics of each consumers’ action and deliver a personalised experience to users, with intelligent software and an increasing use of cookie-less targeting technology. It’s the spur in the market that will ensure mobile continues its aggressive growth.
Infographic: 4 Ways Brands Win With Programmatic, click here for full image.
The evolution of programmatic comes through retargeting, buyers can now target the exact users on any site, no matter where it stood on the totem pole, through retargeting tactics. Their specific method of doing this is a little controversial, but it’s also pretty shrewd. It’s called data leakage. Some will say that the ‘data leakage’ is the end of premium publishers, but is this really the case? It may be the end for premium listings, of which I have no doubt, but like with most technologies, it paves the way for alternative opportunities. This is where the premium publishers will need to develop their thoughts about what is more important, premium content or having all of their content spoken for!
On the one hand, there is a huge debate on whether RTB is hurting or benefitting the publishers, but I strongly believe it is the latter. Yes, premium publishers have to lower their costs and deal with data leakage. However, with the growing number of users on the internet, they’re actually still making a profit.
Let’s face it, the revolution has already happened… it’s what happens next that is going to be the real significance. Can companies evolve quick enough? Programmatic is changing the way we approach our marketing strategies; being able to deliver higher levels of targeting, relevance, efficiency and impact.
So I ask you… Is programmatic set to transform marketing in general? I’d say it already is…
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