Programmatic Advertising

One aspect of our job here at EMSC is completing the necessary research to help our clients succeed. Digital marketing is ever-evolving, which makes this facet of our job that much more exciting. Programmatic ad buying is the perfect example of an advancement that can help our clients, and it is a type of ad buying that we are proud to now offer!

What is Programmatic Ad Buying?

Think of programmatic ad buying as utilizing software to purchase digital advertising rather than humans. The traditional ad-buying process that includes RFPs and human negotiations is replaced by an auction process to buy and sell online ad impressions. The system is similar to the stock market, as it starts with sellers (publishers) who make their inventory available for buyers (advertisers) to bid on.

The Benefits of Programmatic Ad Buying

Efficiency is the ultimate benefit of programmatic ad buying. The technology replaces expensive and potentially unreliable human ad buyers and salespeople in return for an efficient and reliable system. Now, we know where your mind goes: robots aren’t replacing humans quite yet. While the technology is impressive on its own, humans are still required to optimize the campaigns and help plan strategies, something that our team at EMSC is here to do.

Direct, transparent access to inventory is another benefit of programmatic ad buying, so waiting for information from media reps is no longer a concern. This allows our team to see and act upon useful data in a way that we couldn’t before. Plus, we have inventory from some of the internet’s largest providers of display ads, including Google, Yahoo, Facebook and Microsoft. In addition to banner advertising, we can directly acquire mobile ads, video pre-roll, and so much more.

Finally, programmatic ad buying allows us direct access to a demand side platform (DSP) that allows us to refine our buys in a way that we never could before. We utilize third-party data from the industry’s biggest research platforms, including Neilson, D&B, Experian and ComScore. We target audiences based on lifestyle, affluence, education, buying habits, travel patterns and countless other variables.

The Average Cost is Down

Programmatic ad buying may sound expensive, but the average cost for these media purchases is typically 20 percent less than traditional sales models. This is because we avoid many significant costs that are associated with a traditional sales model. Generally speaking, the cost is dependent on a cost per thousand (CPM) basis, but this can vary based on specific plans or proposals.

Are you interested in learning more about programmatic ad buying and how it can benefit your business? Reach out your Account Manager to learn more information!

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