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To this point we've looked at programmatic as a business trying to gets its goods out to consumers but there is a whole other market a B2B market. This article takes about the increase in numbers of business investing in programmatic that are B2B it shows how the number has been growing for a number of years now reaching a high of 70% of business investing in Programmatic.

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Programmatic advertising has taken digital marketing by storm. In fact, a Search Engine Watch writer said that "Dun & Bradstreet Report predicts almost 70% of B2B marketers plan to increase spending on programmatic advertising in 2017." The study also found 65% of B2B marketers currently buy or sell advertising programmatically.

This figure represents a substantial increase from the 54% reported in 2016. If this trajectory holds, programmatic advertising spending will likely surpass social media and online video by the end of 2017.
Why You Should Care About Programmatic Advertising
As a form of marketing automation, programmatic advertising streamlines the ad buying process with data-driven, automated technology. You can buy and sell ad inventory through computers.

However, the technical concept is much more complex. Programmatic advertising includes several platforms:

Demand-Side Platforms (DSPs) facilitate open market ad purchases.

Supply-Side Platforms (SSPs) manage ad inventory for publishers.

Data Management Platforms (DMPs) collect and analyze user data to help with targeting and messaging.

You buy advertising space and place ads through an auction process. Programmatic advertising platforms use advanced algorithms, historical data and other parameters to calculate bids in real-time for each ad placement. Purchasing transactions take place instantly.
Why Adopt Programmatic Advertising?
In a nutshell, you can boost efficiency. By automating the digital ad buying and placement process, you remove ad buyers and salespeople. Without humans in the mix, purchasing becomes more reliable and less costly. You can also generate greater insight into consumer behavior and optimize your key performance indicators (KPIs).

We have found that programmatic advertising enables better targeting of prospects, more highly relevant ads and higher quality conversions. For one telecom client, we were able to gain 508% more conversions using programmatic advertising than pay per click (PPC) advertising alone.
What To Expect In The Coming Years
At my agency, we specialize in business-to-business (B2B) marketing with a primary goal of generating high-quality, high-volume leads. If you are also a B2B marketer, how do you leverage programmatic advertising in your business? These six trends will help you prepare for the growing use of this innovation:

1. Programmatic advertising purchases will continue to grow. Eventually, these purchases will exceed traditional, manual ad buying. In the next few years, industry experts predict programmatic advertising will drive 100% of advertising purchases. Organizations not championing automation will fall behind those that do.

2. Programmatic mobile advertising will increase dramatically. This surge in popularity can be attributed to consumers switching from public social networks pages to messaging apps like Snapchat and Viber. A growing mobile audience creates opportunities for your paid media campaigns on mobile messaging apps.

3. Dynamic Creative Optimization (DCO) will gain traction. DCO refers to display ad technology that automates multivariate, or A/B, testing. Programmatic advertising uses algorithms to interpret results and determine how to serve ads that perform better.

4. Header bidding will become more accessible. Both advertisers and publishers recognize the benefits of header bidding. Header bidding offers a technically sophisticated technique for publishers to offer inventory simultaneously to multiple ad exchanges. Numerous advertisers can bid on the same ad inventory at the same time.

5. Campaign metrics used to measure success will evolve. To evaluate the actual results of your programmatic campaign, you must measure the right KPIs. Too often marketers use metrics that do not relate to bottom-line results. Rather than track web traffic, clickthroughs, or social shares, you should focus on more meaningful measures like lead volume, lead quality, conversions, and revenue.

6. Personalization will grow more sophisticated. When you accurately target your programmatic advertising to individuals, you leverage strategies such as geolocation and detailed demographics. Numerous studies confirm customers feel more positively about a brand when you personalize messages.

For success in the future, you must understand programmatic advertising and the role it plays in your overall marketing strategy. Technology lets you use data-driven targeting to deliver impactful messages to your prospects in the most cost-efficient manner.

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Trends In Programmatic Advertising To Watch This Year

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B2B marketers should be learning how to leverage programmatic advertising.

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This Article shows the changes occurring in the advertising field. From beginning to today how far has programmatic come and where it's headed. its a great way to star t in order to see how far this has gone.

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This article shows how far the wall street journal along with other businesses came from their beginnings in programmatic advertising into modern day where programmatic advertising is mandatory to the point where if you can do it they will offer you incentives.

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The easiest way so see the drastic difference programmatic has made is with doubleclick. They provided a great summary of key differences that programmatic advertising has had on the market. The number they came up with were a comparison on a ad campaign from 2 years ago against a similar campaign that used programmatics.

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Programmatic: The Evolution of Media Buying

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Given the rapidly changing media landscape, Google commissioned a study with Ad Age to identify trends in digital marketing. This infographic highlights our key findings and shows programmatic is here to stay.

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This was a short article about how buzzfeed began using  programmatic and slowly converting from the traditional media buying and the use of big brand to market products. It interesting due to the relevance of both programmatic and buzzfeed.

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Once one of the most high-profile programmatic holdouts, BuzzFeed has embraced the automated ad business to the point that last week it opened its programmatic inventory to its entire sales team.

BuzzFeed took a measured approach to programmatic until August 2017, when it announced it would start selling traditional banner ads through open exchanges like Google's AdX and ad networks like Facebook's Audience Network. The publisher began testing the standard display ads on its site in September and "stepped on the gas in October and November," said Dan Walsh, who oversees BuzzFeed's programmatic business on a day-to-day basis as gm of BuzzFeed.com.

"Just last week, I opened it up to the entire sales team to start having those conversations across more than just trading desks, across more than just agencies, going direct to clients," said Lee Brown, BuzzFeed chief revenue officer. Brown said opening up programmatic has brought in new advertisers, but wouldn't provide any numbers about how that business has performed.

For years, BuzzFeed pitched brands on its ability to produce articles and videos that would be distributed on its site and through its social accounts. BuzzFeed would then boost the placements that performed the best to increase the impressions that came from people sharing a piece of content on their own, which were free of charge to the advertiser.

But now that BuzzFeed is selling traditional ads on its site, the company has a financial interest in directing traffic back to the site, which has led advertisers to wonder whether BuzzFeed is still just as invested in supporting the spread of their branded content.

"It's a bit of a conflict of interest and bait-and-switch for longtime advertisers," said one brand executive that has done branded-content deals with BuzzFeed. "I've paid premium dollars to BuzzFeed for sponsored content that was supposed to generate two times or more impressions from the earned reach, and the advertiser next to me just bought ads on BuzzFeed's homepage and is trying to get eyeballs there. Those two things conflict, and it's a turnoff."

Brown dismissed any perceived conflict between the two sides of BuzzFeed's ad business. "Our core business is still native," he said. He also described how BuzzFeed can connect the native and programmatic sides of its ad business.

For starters, he sees an chance to take its cut-down versions of brands' TV ads, called BuzzCuts, and run them programmatically across its site. Second, he is exploring how to use programmatic banners for advertisers to show to people who were exposed to a sponsored quiz or other native campaign. Third, he sees an opportunity to create BuzzFeed's version of the interest-based audience segments that Facebook, Google, Snap and others offer for ad targeting.

"Whether it's targeting people who are heavy quiz takers or love Disney princesses ... we think about those types of segments as something that advertisers are very excited about," said Brown.

BuzzFeed is also starting to put measures in place to protect its programmatic ad business from advertisers that would buy ads on its site, then track that audience around the web and target them on other sites, reaching BuzzFeed's audience for less money, a risk that premium publishers face when they sell their inventory on the open market. Since BuzzFeed sells its inventory through open auctions, as Walsh confirmed, it can fall prey to this practice.

BuzzFeed is adopting the Interactive Advertising Bureau's ads.txt initiative, which lets advertisers know which companies are authorized to programmatically sell ads on BuzzFeed.com. It's also looking to sell some of its inventory through private marketplaces so that only authorized advertisers can access it. The company has sought advice on how to set up such deals from investors like NBCUniversal and Hearst, which have erected their own private marketplaces, Brown said. A job listing on BuzzFeed.com for a director of programmatic partnerships includes the creation and implementation of private marketplaces as the first bullet point under the position's responsibilities.

BuzzFeed's recent expansion into programmatic is a notable change since early 2018, when its programmatic sales were limited to Walsh and a few other employees, according to Brown.

During CES in Las Vegas in early January, BuzzFeed held meetings with its programmatic partners, and even then, four months after it opened up to automated ads, those partners were surprised to learn how lean its programmatic team was. "I would have anticipated them to be slightly more ahead by this point in that respect," said one ad tech executive.

That's no longer the case.

"The most remarkable thing about it is they were one of the original and only holdouts, and now they're whole hog in it," said the ad tech exec.

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Inside BuzzFeed's pivot to programmatic advertising - Digiday

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Once one of the most high-profile programmatic holdouts, BuzzFeed has embraced the automated ad business to the point that last week it opened its programmatic inventory to its entire sales team. BuzzFeed took a measured approach to programmatic until August 2017, when it announced it would start selling traditional banner ads through open exchanges like Google's AdX and ad networks like Facebook's Audience Network.

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This is a great article about Programmatic and its start along with the changes it has made in the future and what's to come. The interesting thing about this topic is that it looks at advertising and says it's the first time a CFO and a CMO will join together in a way never before.

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It's been 21 years since the first banner ad appeared on the web. It ran on a site called HotWired.com, the original website of Wired Magazine, and it asked, "Have you ever clicked your mouse right HERE?" An arrow pointed to an ominous-sounding prediction, which was spelled out in all caps, and read: "YOU WILL." It was part of a campaign that aimed to visualize the digital future brought to you by AT&T. The vignettes were prescient in just about every instance except for a much-parodied TV spot that asked, "Have you ever sent a fax from the beach? YOU WILL."

Who knew that it was the dawn of a new era not just for advertising, but for all of marketing? In the ensuing years, the technology ecosystem enabling the new ad medium would steadily unfold, while digital devices proliferated and network connectivity became ubiquitous. Now, many ads are served up by software systems targeting any digital device-from your smartphone and TV today, to the dashboard of your car and the thermostat in your home tomorrow. Soon, every display will be an addressable medium-that is, each will be individually targetable by device and, in many cases, down to a specific user; and interactive displays will not only deliver ad messages but also track consumer response. The result is a new era of marketing accountability, in which advertising "budgets" will have turned into marketing "investments." This sea change in mindset will transform marketing forever.

How did we get here? Back for a moment to that first banner ad:

At the time, online advertising hardly represented a radical departure from Madison Avenue's traditional practices. After all, the shift from print to electronic media had already taken hold, as advertising extended from newspapers and magazines to radio and television. The early buying and selling of online ads was not so different from what had come before. The same white tablecloth lunches served to negotiate deals, and the resulting insertion orders still, more often than not, were sent via fax. Yes, industry pioneers like Doubleclick were building technology systems to manage online ad serving, but the change was a matter of degree, not of kind.

It's only recently that a true revolution in advertising has become evident. Fueled by the rise of ad-tech, or advertising technology, the buying and selling of digital advertising is evolving at a mind-bending pace.

The shift to advertising automation is quickly becoming an imperative. In 1977, advertisers vied for space (or time) from only a few hundred "publishers" (Web-speak for any digital media vehicle that delivers content). By 2012 the number of publishers, thanks to online media, had ballooned into the millions.

For advertisers, publisher proliferation signaled both good news and bad. On the positive side, brands now had an incredible array of options to reach precisely targeted sets of customers, which increased advertising efficacy. On the negative side, having millions of publishers implied extraordinary complexity and demanded Herculean administrative effort, which, in the absence of new methods, would dramatically decrease advertising efficiency.

The result? It's become hard to do business in the same old ways: try negotiating over lunch with millions of publishers or sending insertion orders to thousands of them using a fax machine. Advertising automation is the inevitable solution to an otherwise insurmountable problem.

Beginning in 2007, the advertising ecosystem gradually became crowded with new players aspiring to fuel the programmatic placement of advertising. It was a change akin to what happened in the capital markets, as trading shifted from open-outcry exchanges to electronic trading on fully automated exchanges. Advertising was ripe for this shift, because large swathes of ad dollars were already buying digital inventory. Digital, today, accounts for one in four of ad dollars spent.

Of course, electronic markets operate in real time, or near to it. That suits online media just fine, because web pages, like smartphone screens, are also served up in real time in response to user queries. Today's ad exchanges enable so-called real-time bidding (or RTB) on inventory that is bought and sold in 100 milliseconds per transaction-faster than the blink of an eye.

With increasing velocity has come expansion in scale and reach. While traditional media planners may analyze 10 to 20 ad buying opportunities a week, automated buyers of online advertising often analyze millions of ad buying opportunities a second.

The world's digital ad markets already make available 100 billion impressions a day. Each of these impressions is qualified by as many as 100 variables, such as specific publisher sites, pages on site, dimensions of ad unit, device types, and so forth. In addition, each variable may have appended up to 100 different values, such as time of day, day of week, device location, local weather, regional sentiment, and so on.

If you calculate the daily number of permutations bidders on ad exchanges might consider in analyzing whether to buy specific impressions, and calculating what to bid for each of them, the answer comes to a staggering 1 with 15 zeroes behind it. That's a quadrillion-a million billion possibilities. Only a machine could think through such complexity.

And that's with only 20% of digital advertising already gone programmatic.

As every medium becomes addressable (programmatic ad buying has already extended its precision targeting to mobile devices, digital out-of-home displays, and even print), this kind of advertising automation will only become more mainstream.

As this drama plays out, it's worth asking: Is advertising a bellwether for all of marketing? If so, we will soon see a comprehensive array of marketing functions transformed by programmatic techniques, enabled by enterprise software that goes beyond ad-tech. What Salesforce.com did for sales management and NetSuite did for financial management, software-as-a-service providers will do for marketing, by automating much of what marketers do every day. Such solutions are already known as mar-tech-or marketing technology-and they are just starting to take hold.

When that happens, software systems will make it possible to manage ROMI, or return on marketing investment, with a new level of rigor. Instead of setting advertising budgets on quarterly cycles, marketers will launch ad initiatives whenever opportunities emerge, and they will optimize them for efficiency and effectiveness on the fly. Bidding on ad exchanges already happens in real time; enhancements in media placement and creative execution (for example, what image goes with what copy for a given recipient) will occur with similar speed. The "budget cycle" is already a quaint idea. It will soon be a thing of the past.

When this happens, CMOs and CFOs will join forces as never before. Together, they will enable a new marketing model that blends art and science-the power of human creativity married with the split-second precision, and profit potential, of marketing automation. This will signal a brave new world for marketers-at least, for those who face the fact that it's do or die. My bet is: it's embrace the future, or say a not-so-long goodbye.

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Is Programmatic Advertising the Future of Marketing?

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Machines are taking over much of what marketers do today.

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This is more of an opinion page but the author thoroughly explained the problem with programmatic and it provides a great overview of how it has changed the advertising landscape. Even though it might just be a blog its relative to what we spoke about in class about this subject.  Due to the fact that this was a blog i didn't know who it was that posed this i choose not to use this.

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Programmatic ad buying is using software to buy digital advertising. It differs from traditional methods with their requests for proposals, tenders, quotes and human negotiation: with programmatic buying, machines and algorithms purchase display space on your behalf.

However, the ad buying process isn't usually wholly automated. Yes, you are given the opportunity to optimize and improve your ads and do it more efficiently. And you are not limited by the labor-intensive and menial task of manually preparing insertion orders or ad tags.

But you will still need to plan and optimize advertising.

Is programmatic advertising perfect? No, and it has had some teething problems: Verizon pulled its online adsin 2017 when they began appearing on "non-sanctioned websites", for example. Since then, measures have been taken to control ad placement more carefully. In fact, a massive investment has been made by Google to achieve better brand safety.

However, these teething problems don't take away from the fact that programmatic is really different from manual methods, and intrinsically much more useful for advertisers.

How Programmatic Is Different: From Mass Advertising To Rich, Strategic Targeting

"Programmatic is extremely efficient and unparalleled in its ability to pair rich audience data with ad inventory and targeting",says eMarketer senior analyst Lauren Fisher.

One of the main reasons for this is that programmatic is about decision-making based on the intelligent use of data. It's the beginning of a quantitative skill set that will soon be necessary for effective advertising and to keep up with the increasingly-irritated and demanding consumer thanks to its ability to produce results with fewer impressions.

Let's look at a couple of examples of just how different programmatic can look. A media agency recently launched an automated trading desk that allows advertisers to purchase digital out-of-home (DOOH) advertising programmatically.

Historically, DOOH buyers have always bought advertising manually and had the opportunity to purchase adds from a 27,000 dataset route. The new programmatic system allows brands to reach an audience with more flexibility, and takes insights from around 55 million data points, including geolocation.

Adext AI, the world's first audience management tool that allows you automatically manage your ad budget over 20 demographic groups per ad and performs more than 480 daily adjustments to each of your ads across Facebook Ads, Google AdWords and Instagram.

Are tools like Adext becoming popular? Yes, programmatic issending shock wavesthrough the advertising landscape, and there's no way to deny it.

The Impact Programmatic Ads Are Having On The Advertising Industry

Programmatic advertising became the most popular and widely-used type of digital display advertising in the USA in 2015:

Source: eMarketer

The same occurred around the same time in the U.K.:

Source: eMarketer

Since then, programmatic digital display advertising has become the norm. In the US alone, $27.47 billion were spent on it just last year.

What's more, programmatic is currently being rapidly adopted across a variety of channels and ad formats.

Here's how the proportions of non-RTB (real-time bidding) programmatic and RTB vs. non-programmatic are stacking up for the next few years:

Source: BI Intelligence

Yes, by 2020, 65% of all digital ad revenue will be coming from programmatic, if not more, considering just how much it is changing how we advertise.

How Programmatic Ads Are Changing How Advertisers' Work

Programmatic is changing the way whole businesses operate, from sales teamsto marketers engaged in email marketing. But it's affecting the daily lives of advertisers more than anyone else. Here's how their lives and work is transforming:

They're Getting Comfortable With The Science Of Attribution

With programmatic ad buying, advertisers no longer have to worry about the number of ads that are going out. To ensure quality, and thanks to the abundance of audience and campaign insights that programmatic buying now provides, brands can make smarter decisions than ever before. They include added capabilities like viewability, digital gross rating point (digital GRP), organic search lift and attribution modeling. These can all provide insights into what target audiences did after viewing an ad, perception changes and what performed at what cost, as well as what did not.

They're Touching The World

The global move toward programmatic advertising platforms in China, Southeast Asia, Brazil, Mexico, Poland, Central and Eastern Europe, Turkey, the Middle East and North Africa, Japan and Korea-in addition to the existing markets in the UK, Western Europe, Canada, Australia and the Nordics-gives multinational advertisers and those interested in expanding into other geographical locations the opportunity to establish a consistent data-driven and technology-enabled approach across every location they operate (or want to operate) within.

Advertisers in the automotive, customer packaged goods (CPG), personal finance and retail categories were the first to take on this global platform approach and enjoy the benefits that reaching out and touching the world can bring for their brands.

They're Mastering The Art Of Digital Storytelling

In an omnichannel, multi-touchpoint reality, it would be easy to use adtech to mindlessly retarget prospects or lose prospects by drowning them in a sea of irrelevant messaging.

But advertisers with experience in programmatic have found new ways of using the forgotten art of storytelling to create a memorable brand experience for the prospect.

They are leveraging the forgotten art of storytelling, intelligent placement, and each medium's strengths to best tell a different part of the story across channels and formats. Once they have gathered exciting insights on their user behavior, they can think out of the box to engage them at various points of their journey for personalization at scale.

You may like to read: How You Can Leverage AdTech AI To Discover The Ideal Creative-Audience Matches For Your AdWords and Facebook Ads

They Agree That Managing the Campaign-Buying Process Manually Is No Longer Acceptable

Once advertisers have left manual behind, it's hard for them to see why other advertisers are still wondering if programmatic is for them.

As the number of variables and data sources intensifies, it's becoming less reasonable and feasible for brands to manage the ad-buying process like they always have.

Consumers access brand content across multiple devices, screens, and channels; and with a broader range of inventory and ad choices, personalization at scale requires algorithms and a robust data-driven approach. The future of ad-buying has to be automated... Competitivemarkets need real-time optimization, and only machines that work alongside human minds will be able to keep brands afloat.

They're Tackling More Data & Dominating It

Advertisers that use programmatic have more data at their fingertips, and they can test, learn and find the content that works best in a scalable fashion. This work sharpens their data handling skills and understanding of how they can begin to dominate that data right from the beginning of a campaign.

This approach has a few benefits associated with it:

1. Savings on time and resources

2. Greater control over their ad spend

3. The freedom to get more strategic and impress their superiors withunprecedented results, over and over again.

These results apply particularly to those advertisers using tools that harness the power of AI and omnichannel, as they provide insights they can understand and use to inform optimization and future campaigns.

Adext AI is one such tool. It allows advertisers, marketers and even small businesses to effectively and automatically manage data from multiple audiences, as well as to grow their businesses without the overwhelm or confusion that can come from managing large amounts of data.

Adext not only tests 20 different demographic groups per ad, and automates budget management at a cross-channel level, but it also has a distinctive advantage: It acts upon its insights.

While some tools will just provide you with information on the campaigns they are managing, Adext makes around 480 changes per ad, every day, based on the insights it has gained about your specific campaigns. That's why this tool has been able to provide an average of 83% more ad conversions than any other software, tool or human, without you needing to increase your current budget and in just 10 days.

If you'd like connect Adext's Artificial Intelligence today into your Google AdWords and Facebook Ads accounts through a quick 5-minute set-up process, then just claim your free trial here.

We also recommend you to check our step by step guide to get started with Adext AI since it includes some expert tips and key recommendations to get the best results with it.

Here are other articles that you may like to read:

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How Programmatic Advertising Has Changed The Online Advertising Landscape

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Discover the reasons why programmatic advertising is, literally, the future of online advertising. Join this trend or get left behind.

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This Article talked about how programmatic advertising has enabled companies to target people specifically. It also explains how programmatic work in terms of setting boundaries however i didn't use this article since i found better one that were more credible.

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Programmatic advertising is a digital process that automates the buying, placement and optimization of media inventory. Supply and demand partners use automated systems that place digital advertisements in highly targeted content providers, such as website and mobile apps.

For example, if an advertiser wants to send targeted digital messages to a female demographic within the state of California between the hours of 8 a.m. and 8 p.m., it can do so through the use of programmatic advertising. By leveraging ad exchanges and online media companies, advertisers can upload creative media to online dashboards, set specific targeting criteria, and auto-bid on digital ad placement on leading websites and apps.

The programmatic advertising market is scaling quickly, with most digital advertising strategies already well underway. With almost every major brand using programmatic advertising for digital campaigns and with companies such as Google offering programmatic advertising solutions, digital media is quickly changing.

Creation of Financial Ad Markets

Traditional advertising called for in-house marketers to allocate budgets among 10 or 20 different media opportunities. Today, programmatic buying allows advertisers to automate the purchasing of online advertising through the analysis of millions of ad buying opportunities per second.

This happens through the use of a bidding system, similar to how Google AdWords is run. If an advertiser wants to advertise on the search term "swimsuit," it sets a bid amount on the search term equal to the maximum it is willing to pay for a click. Then, programmatic advertising auto-bids on the search term, outbidding the competition for that term until it hits the maximum price.

If the overall bid goes over the maximum bid amount, the term is not purchased. If, for example, the maximum bid amount for an advertiser is 40 cents, and the competition for a search term only bids 30 cents, the advertiser will win an ad placement for only 31 cents. This allows for a more efficient buying process.

Increasing Amount of Effective Advertising Channels

While programmatic advertising started as a way for companies to get rid of remnant digital inventory, it has expanded to offer premium inventory across multiple channels. Instead of allocating marketing budgets across a few advertising channels, advertisers can now tap into multiple channels.

Programmatic advertising offers ad placement across every digital device and has even moved into TV advertising. This allows an advertiser to create a marketing campaign and allows programmatic advertising to place ads on the most effective types of digital devices based on performance.

This way, marketers don't need to worry about what media channel performs best for their ads. Instead, highly intelligent machine learning automatically optimizes marketing campaigns and sends advertisements only to the most relevant consumers through the best possible advertising channel.

Message Customization

Programmatic advertising uses technology that allows for intelligent message customization. Through the technology's machine learning and auto-optimization, advertisers receive deeper campaign insights and data that allows them to customize their messaging to specific consumer segments.

Through the use of these technologies and data insights, advertisers can create multiple advertisements and let the performance of each ad dictate who will see that it. If, for example, one creative ad type is found to resonate with an older demographic while a second ad type resonates with a younger demographic, advertisers can rely on programmatic advertising to send those ads to the people who are most engaged.

Improved Management of Advertising Budgets

Traditional advertising calls for large upfront payments in return for specific ad placements. For example, if an advertiser would like to advertise in a magazine, it might need to pay thousands of dollars for that placement, only to find that the ad didn't perform as expected.

With programmatic advertising, an advertiser can start and stop an advertising campaign in real time. If an ad doesn't yield the desired results, the campaign can be paused and save much-needed advertising dollars.

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How is Programmatic Advertising Changing Media?

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Understand what programmatic advertising is as well as the technology that drives it. Learn about the top four ways programmatic advertising is changing media.

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This article talks about how important it is that the right product is introduced to the right consumer. You might have the best product in the world but if the person on the end of the screen doesn't need it then you will never sell anything.  This seemed more of a marketing mix rather than programmatic even though it stressed programmatic.

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Even though you have the best of advertisements made, they cannot have the desired effect unless they appear at the right time and at the right place.

There is a growing need, regardless of company size and location, to make advertising more personal... more localized. Advertisers of all sizes are evaluating how they can most effectively identify and reach customers where they live and play and as a result, they are adjusting their marketing spend to do just that. BIA/Kelsey forecasts that US location-based ad spend will double in the next five years.

Since nomenclature, local preferences, competitors, and buying habits vary widely from state-to-state and city-to-city, location-based advertising delivers better performance and deeper insights for marketers of all shapes and sizes.

An essential component of location-based advertising is programmatic advertising which has become the buzzword. There is a growing trend of brands adopting this technology to serve online ads to a business' most likely customers. The addition of programmatic advertising was one of the biggest advancements in digital since the introduction of search.

What is programmatic advertising?

Programmatic advertising enables to target a specific category of audience. Here the segments can range across demographics such as gender, age, social status, to geographic in certain areas of the country. Along with this, with 'paid search' one can also control the ads to a specific time of the day or monitor the frequency. You can decide which publishers you want your ads to show on.

By doing this, you are only paying for highly effective ads, delivered to the right people at the right time. Programmatic advertising breaks the stereotypical norms of traditional ad buying. Buyers nowadays do not like to run a certain number of ads with a publisher and remain locked in a contract.

In other words as State of Digital states programmatic advertising is the algorithmic purchase and sale of advertising space in real time. During this process, software is used to automate the buying, placement, and optimisation of media inventory via a bidding system. Automating the process means that it can be done in real time and doesn't rely on the human touch, manual insertions and manual trading.

How can localizing programmatic advertising help?

Programmatic advertising is a very efficient and effective way for brands to reach their desired audiences. By localizing their programmatic advertising efforts, brands are able to both customize their targeting and customize their messaging to the needs of the local markets that they serve.

For example, a Toyota dealer in Palo Alto, CA, may have a lot full or Prius hybrid vehicles, and will need very different targeting and messaging than a Toyota dealer in Fort Worth, TX, who will likely have a lot full of Tundra pickup trucks and SUVs. Localized programmatic enables customization of advertising to each dealer's local needs.

A company which is emerging as a leader in this field is Simpli.fi. The company has made localized programmatic advertising both affordable and effective for not only multi-location brands and ad agencies, but they also work closely with Local Media Groups (TV, Radio, Cable & Newspapers) to bring the power of localized programmatic to SMBs.

Stating the importance of localized programmatic advertising Frost Prioleau, CEO of Simpli.fi says, "Initially, most of the available programmatic tech was focused on national campaigns. Most programmatic platforms base their targeting on pre-packaged audience segments, making it difficult to customize, optimize and personalize audiences to local buying habits, brand preferences, and competitive players."

Localization is necessary in order to effectively reach users whose buying habits, nomenclature, and preference vary widely from state-to-state and city-to-city. "However, scaling large numbers of highly personal and targeted local campaigns requires purpose-build technology. This is where Simpli.fi fits into the marketplace. Simpli.fi's use of unstructured data, which allows for rich, highly granular targeting, serves ads based on element-level information, making campaigns more relevant and effective for prospects, thus driving a higher ROI," adds Prioleau.

Programmatic advertising hence not only helps to deliver this level of insight and transparency but also creates the opportunity for brands to engage in near real-time with connected and unique audiences.

Also Read

What is location-based advertising (LBA)?

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How programmatic advertising helps to target right audience

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Programmatic advertising enables to target a specific category of audience. Here the segments can range across demographics.

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We take a look in this about how the old media buying options relied heavily on experimentation. Whether if they bought this tv space would i reach the right audience. Programmatic has all but taken that out. It made it so that no matter where you will most likely reach your target every time.

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Digital ad spending through programmatic channels continues to grow at a rapid pace. According to eMarketer, digital spending through programmatic channels will account for 78% of all digital revenue in 2017 from just 9% in 2011. Programmatic direct or private marketplace (PMP) transactions will account for 56% of that revenue this year. While programmatic advertising is already having significant impact on the overall marketplace for publishers, we are just starting to see how it's changing they way salespeople work with their agency partners externally, and their ad operation teams on the inside on a day-to-day basis.

Selling Audience NOT Media

In contrast to the standard way much media is sold today, programmatic direct buyers focus on an audience-based approach sometimes called "people-based marketing". While content and context are factors, the approach is targeting specific audience segments versus just buying inventory within a section of a publisher's property. Where in the past the focus of a salesperson would be mastering the content and sponsorship elements of their property, they now also need to demonstrate an understanding of their audience and how it could be put to work to solve the particular marketing challenges of their clients. Many clients will come to the table with their own specific targets and objectives, not something that could be answered with just a ratecard and inventory sheet.

It's at this point in the process where ad operations and sales need to work together in determining what works for both sides. Is there enough of the audience that the advertiser is seeking to make a deal worthwhile? If the deal is not based on a fixed price but instead through an auction process, what CPM will allow the buyer to clear enough inventory to reach its goals? Successful salespeople work closely with ad operations in answering these questions during the negotiation, not after it closes. The lone wolf salesperson operating in a vacuum doesn't work well in this new programmatic world.

Deals Without Borders

In the "old" world of digital there was very set and clear hierarchy: Direct sold deals are the first priority (top of the "waterfall") and everything else fell into remnant or unsold inventory. While unsold inventory, usually monetized through third parties such as Ad Network, was a critical revenue stream, it was also an afterthought for many CROs and sales leaders. This was something for ad operations to worry about.

Programmatic has changed this digital world order. Depending on how they are structured, private marketplace deals may take precedent over direct activity. Header bidding, which allows individual impressions to be sold at the highest CPM regardless of other priorities, is also changing the dynamics of the marketplace. Operation teams have evolved from traffickers and disposal team for remnant, to true managers and optimizers of the full Ad Tech Stack. Thus, publisher inventory no longer resides in separate silos, but in a dynamic marketplace where ad operations is charged with maximizing value across all channels.

Programmatic Doesn't Have A Post Sales Process

There is no post sales process in PMP, because you never really stop selling. Once the agreement is made, sales and operations work together to not only get the deal in place, but to make sure everything is delivering and billing to both sides' expectations. It's never a "Set it and forget it" approach. Ad operations is monitoring and making necessary adjustments, not after the first week or month, but in the first day. As most PMP activity is not guaranteed for either side, there is the need for regular communication or check-ins on how activity is performing. How can a buyer buy more? Where in the past, the operations team was brought in when there is a problem (or to throw blame), they are now an integral part of the solution. As a best practice, publishers should include the operations team in the regular check-ins they have with a trading desk or agency group.

A New Type of Sales Engineer

For all of the change the digital marketplace has seen over the last five years, it's still early. While the platforms and vendors are in place (and there are many of them) the process and approach to selling in this marketplace is far from mature. An audience-based approach to ad sales is different than selling media. It can require different skill sets, and arguably is more consultative approach to sales. As a salesperson you are charged with not only knowing your property and audience but also knowing how you can best solve the marketing challenges of your client. There are intricacies and nuance in shaping audience segments that best meet those objectives. Not unlike the sales engineer that partners with a SaaS salesperson to craft that optimum solution, operation teams are the product manager of the audiences a publisher is monetizing.

As adtech continues to evolve, so will the publisher sales teams that navigate it.

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Programmatic Is Changing How Sales Works with Ops

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Digital ad spending through programmatic channels continues to grow at a rapid pace. According to eMarketer, digital spending through programmatic channels will account for 78% of all digital revenue in 2017 from just 9% in 2011. Programmatic direct or private marketplace (PMP) transactions will account for 56% of that revenue this year.

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We see how in this article Programmatic has eliminated the need for a sales person. We have moved passed the door to door sales and have entered a new domain, that of individual (targeted) advertisement, that is tailored to each user. Even though it was interesting id spoke about one line of work (salespeople) i feel like it was more important to look for the buying model as a whole not just the selling / buying.

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Everything you need to know about programmatic series featuring extracts from our co-authored guide with ISBA - This extract is taken from Vol Three ... Download the full guides here.
Programmatic technology has enabled major advances in how campaigns are planned and what can be achieved. But if advertisers are going to take full advantage, there are pitfalls they need to be aware of.

Programmatic technology has disrupted the campaign cycle. By allowing for real-time data to feed back on the success or failure of tactics instantly, decisions are made quickly, leading to flexible, always-on advertising.

This is all made possible by a number of programmatic technologies, which advertisers need to understand in order to know which is right for their business. However, the complexity of these technologies and how they connect can make this a challenge.

Programmatic comes with its own risks, and there are a number of questions that advertisers must consider. The most talked about, ad fraud, viewability, ad blocking and brand safety are important considerations, but equally important is the general readiness of businesses to make the internal changes needed to make a success of programmatic advertising.

One of the critical success factors is deciding on who advertisers should work with to implement their strategy, but the programmatic ecosystem can be crowded and confusing. The choice comes down to how much advertisers are willing to commit and how high they set their goals.

For advertisers feeling paralysed by the perceived complexity, it might help to learn from experience, rather than trying to set the whole strategy in one go. Advertisers may find it helpful to put in place a test-and-learn programme to provide structure in working towards long term programmatic success.
Download the ISBA & Infectious Media Guide to Programmatic.
At this stage advertisers need to decide how to achieve their objectives in a reasonable time frame and with an acceptable amount of resource.

To implement their strategy members need to consider a number of aspects including relevant programmatic technologies, wider risks to their brand and the business models of potential partners and suppliers.

Many companies have developed competing technology and solutions, making it difficult to choose the right partner. This guide aims to provide an overview of the types of company and technology that members may need to employ.

It is worth stressing that in order to take full advantage of programmatic, members will need to secure buy-in from the top of their organisation - this can sometimes prove to be the greatest challenge.
Download the ISBA & Infectious Media Guide to Programmatic.

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Programmatic advertising has changed the rules of traditional media buying - Infectious Media

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Everything you need to know about programmatic series featuring extracts from our co-authored guide with ISBA - This extract is taken from Vol Three ...