In the last issue, we talked about how advertisers can use a DMP to store data about their users. This data is used in programmatic advertising to match advertisers with the right users. In this issue, we explain how advertisers can improve audience targeting when they use programmatic technology to run digital campaigns.
When advertisers buy ads on a publisher’s digital inventory, they can target ads based on the time of day, device or browser, and sometimes the geolocation.
In a non-programmatic digital campaign, advertisers can place ads based on apps/websites, time/date, device or browser, and also location. Ads are typically placed beside related content (for example an ad about women’s shoes in an article about fashion). What if the visitor was not female? What if the visitor was not interested in shoes?
With programmatic advertising, advertisers would have more information at their disposal to create better targeted advertising.
Audience Targeting in Programmatic Advertising
Programmatic technology utilizes multiple data sources to match advertisers with publishers. As we introduced in our last issue, a Data Management Platform can combine first, second, and third-party data for a digital campaign. Advertisers can create detailed profiles of online visitors.
One user can access the internet on multiple devices and at the same time! Cross-device technology creates a holistic user profile by analyzing probabilistic and deterministic data over a period of time. Advertisers have the chance to convert users by showing ads at multiple touch-points of a user’s journey.
For example, a father researching for family vacations on his desktop computer sees an ad on hotel and flight deals but he does not click on it. Later on his mobile phone, he sees this ad again during his morning commute. This time he clicks on it and learns about the advertiser’s offer.
What happens when a grandfather visits a mom blogger’s website? How does an advertiser target this visitor? And in real-time?
Programmatic technology can define and search a target audience based on demographics information as well as audience interests. Advertisers are not limited to targeting only by websites or apps (by placement), they can target users who visited multiple websites on the same topic.
Targeting in Real-Time
Digital ads are not limited to a publisher’s most popular time or days of the week. In programmatic advertising, ads are automatically placed to display wherever the target audience may go. The type of audience is matched to the right brand message in real-time.