Programmatic Advertising

Ms.K.Sindhuja, Assistant Professor,SIMS

 

     Programmatic advertising helps to automate the decision-making process of buying media by targeting specific audiences and demographics. Programmatic Advertisements are done with the help of Artificial Intelligence and Real-Time Bidding. It is also supportive for online display, social media advertising, mobile and video campaigns, and now it is expanding to next level in advertising field.

Effectiveness of Programmatic Advertising:

       Programmatic Advertising allows the marketers to reach their target audience effectively and efficiency at scale, but ultimately creativity needs to work in harmony with programmatic discipline in order to maximize advertising effectiveness.

      Programmatic Advertising brings data into the advertisement-buying equation and makes both the automated and programmable process through algorithms and software platforms. This cuts out the key element of the old advertisement-buying interaction that was required by a salesperson and makes the whole process more efficient and effective.

Frequent users of Programmatic Advertising:

Facebook Advertising is a form of Programmatic Advertising i.e. (Mobile Advertising) with its primary function as a social network, there is the necessity to ensure that advertising shown on the platform  is both non-intrusive and  also be able to creat-e the results what it’s advertisers require.

 Ad-Words from Google was primarily built around search, keywords, and text ads. While, Programmatic advertising are built around display ads. Programmatic Advertisements can reach 98% of the internet, including the Google platform allowing 15 billion impressions and counting.

Sentiment analysis and programmatic advertising:

In the context of programmatic advertising, sentiment analysis involves identifying the mood of the customer who is about to see an ad, as well as that user’s likelihood of entering into a transaction in response to that ad

Conclusion:

AI is taking over the repetitive and mundane tasks, freeing up advertisers to focus on the more strategic and creative elements of their work. In future, as AI becomes more sophisticated, one of the challenges will be to decide exactly which tasks should be delegated to AI and which all  tasks to be done by humans. In the context of advertising, AI is there to enhance the work done by humans, not to replace it.-