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Embracing the Digital Landscape with Programmatic Advertising

Mette Schnor Bailey
Mette Schnor Bailey
Programmatic Director
4 min read
1 November 2023

In today’s fast-paced digital world, advertising has undergone a profound transformation. One of the most notable shifts in advertising over recent years has been the remarkable evolution of programmatic advertising. But what’s the hype about, and why is it still so relevant?

What is Programmatic Advertising?

Now, organizations must not refrain from implementing programmatic advertising in their business. Programmatic is an auction-based way of buying ad placements that makes reaching the right user, at the right time with the right message possible.

It might sound complicated, but it’s actually quite simple. Programmatic advertising refers to the automated buying and selling of ad inventory. And here’s the best part this automation utilizes data, ensuring ads are tailored to the right audience, enhancing relevance and engagement in only a fraction of a second. 

Breakdown of the key features

1. Real-time Bidding (RTB): Picture this – a real-time auction for digital ad space, unfolding in the blink of an eye, typically in the milliseconds it takes for a web page to load. Advertisers bid on an impression; if they win, their ad is instantly displayed.

2. Precision Targeting: Programmatic platforms use vast amounts of data to determine which ads to show to which users. This ensures that ads align seamlessly with the viewer’s digital footprints – interests, location, and browsing habits.

3. Efficiency and Speed: The entire process of ad selection, bidding, and placement can happen in the time it takes a webpage to load, ensuring that the most relevant ads are shown to the user.

4. Data-Driven: Data analytics allows advertisers to optimize their campaigns in real-time, adjusting strategies based on performance metrics and audience engagement.

Why choose Programmatic Advertising?

  • Efficiency: Traditional advertising methods often involve manual negotiations and preparations. Programmatic advertising, on the other hand, streamlines this process, making it quicker and more efficient.
  • Real-time Optimization: Programmatics advertising allows for real-time ad adjustments, ensuring precise targeting at the right time.
  • Precision Targeting: Programmatic platforms utilize vast amounts of data to determine which ads to show to which users. This means that advertisers can enhance personalisation when targeting their audience.

Programmatic Advertising’s Role in Personalisation

Programmatic advertising has become a powerful companion in an era where consumers expect personalised experiences. It allows businesses to go beyond generic marketing approaches and create messages tailored to individual preferences, whether it’s tailoring ads based on a user’s favourite shopping habits, hobbies or geographic location. By leveraging data analytics and AI-driven insights, programmatic advertising can dynamically adjust ad creatives, formats, and delivery times to resonate with each user. This level of personalisation not only enhances user engagement but also strengthens a deeper connection between businesses and their audience. In a world where advertising constantly surrounds you, the capacity to provide content that genuinely resonates with each user sets programmatic advertising apart.

“As the programmatic landscape continues to evolve, we remain committed to staying ahead by testing, learning, and adapting to the latest trends. Whether it’s enhancing personalisation, brand safety measures, or AI, we’re dedicated to exploring new possibilities and leveraging the latest technologies to help our clients achieve their goals.”

Mette Schnor Bailey, Programmatic Director, DEPT®

How we can help

To accelerate your business organizations, it’s essential to recognize the implementation of programmatic advertising. Our dedicated specialists offer help in implementing Programmatic Advertising – DEPT® into your business such as display and video advertising, real-time bidding and direct deals with publishers. 

Programmatic advertising may seem like a complex black box, but with the right strategy and approach, it can be a powerful tool for meeting campaign and business goals. At Dept, we strive to demystify programmatic and showcase its potential alongside other digital channels in close collaboration with our clients.

Mette Schnor Bailey, Programmatic Director, DEPT®

Questions about Programmatic Advertising?

Programmatic Director

Mette Schnor Bailey