Programmatic Advertising: A Must for Every Digital Marketing in Delhi

Programmatic Advertising: A Must for Every Digital Marketing in Delhi What is Programmatic Advertising?

Programmatic advertising is really a catchall term incorporating everything from behavioral and intent-based targeting to real-time bidding and exchange-based buying of inventory.

In other words, it is the automated process of buying and selling ad inventory via artificial intelligence infused technology solutions. It typically refers to the use of software to purchase digital advertising, as opposed to the traditional processes of bidding and purchasing.

In a simple statement, it is essentially using machines to purchase ads.

How does it Work?

Programmatic advertising is all about precision.

As the automated marketing technologies of today grant marketers advanced access into the consumer mindset, including their wants and needs, programmatic advertising is the next logical step in tech advancement. Digital marketing agencies in Delhi that employ programmatic processes use AI technology to analyze visitor / consumer data, and thereby create marketing campaigns that are highly targeted and personal, just like consumers expect and desire.

Without diving in too deep, it is important to understand, at least generally, the process of programmatic media buying. To start with the technical stuff first, programmatic advertising includes DSPs (demand side platforms), SSPs (supply side platforms), and DMPs (sdata management platform). While DMPs collect and analyze user data to allow for informed decisions making, DSPs facilitate the process of open market purchase. On the publisher side of the exchange, SSPs manage ad inventory and track additional consumer data. In a transaction that happens in the blink of an eye, an SSP will select the winning bid and proceed to publishing.

Essentially the process plays out like this: 1.

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Consumers search the web Publishers send dimensions of ad space to SSP SSP analyzes consumer data DSP submits a bid SSP picks a bid Ad is published to consumer

All of this in a matter of seconds!

One word – efficiency Like most aspects of marketing automation, programmatic advertising allows processes to be streamlined. Before the rise of these tech infused strategies of buying and publishing, digital marketing agencies in Delhi engaged ad buyers and salespeople… i.e. humans. By removing the often unreliable and expensive human component, programmatic advertising has created a cheaper, more reliable, and efficient purchase process.

Other benefits include: ● ● ● ●

Enhanced consumer insights Ease of use Scalability KPI optimization

Dynamic Creative Optimization A second area focus for programmatic advertising, and one that is going to change the game in 2019, is known as dynamic creative optimization.

This is a form of programmatic advertising that refers to display ad technology that automatically optimizes ad creativity based on multivariate testing. It essentially means having the ability to automate A/B testing, while at the same time, using algorithms to interpret and understand how to serve ads that perform better. This process, however, when done manually at a digital marketing agency in Delhi, is profusely time

consuming. About 92% of marketers believe creative messaging to be more important than ever, 58% say they have insufficient operational resources. To translate, this means there is a clear market need that is not being fulfilled.

While approaches to the method of optimization are likely to vary from strategy to strategy, most DCO processes consist of: ● ● ● ●

Creative development Identification of test variables Definition of the optimization objective Method of optimization

Creative development is achieved through the implementation of creative tools, and could potentially include animation, video, and interactive components. “Test variables” refers to A/B multivariate testing, and the method of optimization could range from an initial user engagement, to a post-install metric. DCO ad units receive multiple feeds of data, as well as sets of rules, in order to develop unique creatives on the go. As ad campaigns continue to run, each variant is tested and analyzed, and the ad units will automatically begin to show more of those elements that are achieving high performance, and less of the elements that underperform.

Conclusion There is no better time than now to get the jump on 2019 with a strategic, creative, and efficient programmatic advertising campaign by picking a digital marketing agency in Delhi for your business. Happy marketing to you!

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