Programmatic Advertising – customized advertising with the help of algorithms

Written By

HBI Communication Helga Bailey GmbH

This insight post is a summary of the original blog post authored by HBI PR & Marcom. View the original, full-length blog post: Programmatic Advertising – customized advertising with the help of algorithms.

Programmatic Advertising uses sophisticated algorithms to display targeted ads on digital advertising spaces – whether it is the digital ad at the bus stop and in airports, or ads on social media and video platforms. We explain what you need to know about Programmatic Advertising.

What is Programmatic Advertising?

Thanks to elaborate algorithms, companies or agencies have the opportunity to buy ads within seconds. Algorithms collect data from online users and select ads for them based on their browser history. Once the data has been collected, the platform uses the data in real time and selects the  targeted online audience for the paid display campaigns. It then buys digital ad space from an auction – especially on pages that are relevant to the defined user group.

Using Programmatic Advertising to distribute targeted advertising

One of the biggest is the ability to make decisions based on extensive data. The ads guarantee results for advertisers and revenues for website operators. Programmatic Advertising addresses the right target group. For example, desktop advertising might not have the same effect if the ad is optimized for mobile devices. Programmatic platforms take care of this decision making.

Display Ads

These ads appear on websites in the header or footer and sidebar.

Video Ads

Video ads are versatile and can be switched as In-Stream, Pre-Roll, Mid-Roll, Post-Roll, Out-Stream and Display ads. 

Social Media Ads

Social media ads are offered by the respective platforms and customize them based on user behavior. 

Targeted ads for marketers

Programmatic advertising is an automated process that maximizes advertising spend on the one hand, and presents the results in real time. In marketing, maximizing the revenue of campaigns is one of the main goals and Programmatic Advertising can be a great tool in this process. This enables target group based advertising – tech advertising on specialized IT websites, car advertising for followers of well-known car brands, or the latest refreshment for waiting passengers at airports.

To read more about best practices with programmatic advertising, visit the original blog post about programmatic advertising.

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HBI PR & Marcom have over 30 years of experience and specialize in communications around technology products making them specialized in communications around technology-related topics for over 30 years. They have extensive experience in traditional PR, social media, marketing and seminars and have worked with a huge scope of companies ranging from start-ups to global groups and local SMBs. Some of the world’s best-known brands entrust their communications to HBI’s expertise. The agency strives to introduce and establish emerging companies selling innovative products or services in the German-speaking market. Today they support customers from the whole area of technology – business-to-business, consumer electronics and industrial IT. They also have clients in other sectors, such as consulting, hospitality, healthcare, engineering as well as transportation.