ReBid’s Rajiv Dhingra on how Programmatic has become dynamic & interactive

Programmatic advertising in India has witnessed significant growth in recent years. With the increasing penetration of smartphones and internet access, digital ad spending has surged, leading to a rise in programmatic advertising adoption. The market is becoming more mature and sophisticated, with both large brands and smaller businesses recognizing the benefits of programmatic campaigns.

In India, the programmatic advertising landscape is continually evolving, driven by several trends and advancements. Some of the latest developments include: Enhanced Data-driven Targeting, Mobile-first Approach, Programmatic Audio, Connected TV (CTV) and OTT Advertising, Artificial Intelligence (AI) and Machine Learning and Data Privacy and Compliance.

Programmatic advertising has transformed the approach of businesses in reaching their desired audiences amidst the rapidly evolving digital advertising landscape. Through the utilization of data insights and sophisticated algorithms, programmatic advertising guarantees precise ad delivery to targeted users at optimal moments and locations, thereby enhancing engagement and conversion rates. The realm of programmatic ad formats encompasses a wide range of interactive and dynamic experiences that captivate users across diverse platforms and devices. From display ads and video ads to native ads, audio ads, mobile ads, social ads, connected TV, and digital out-of-home ads, programmatic advertising empowers advertisers with a multitude of options to create personalized and impactful connections with their audiences.

In conversation with Adgully, Rajiv Dhingra, Founder & CEO, ReBid, speaks about programmatic advertising, how does targeting works, current trends, and much more…

How does targeting work in programmatic advertising? What targeting options are available and how can they be leveraged to reach specific audiences?

Programmatic advertising is a method of buying and selling ad inventory in real time through an automated bidding system. It utilizes data insights and algorithms to serve ads to the right user at the right time and place. Below are some of the targeting options in programmatic advertising:

1. Demographic Targeting: This includes age, gender, income, ethnicity, and marital status. These factors can help businesses target specific consumer groups that are more likely to be interested in their products or services.
2. Geographic Targeting: This allows businesses to target users based on their physical location, which can be as broad as a country or as specific as a postal code.
3. Behavioral Targeting: This involves understanding user behaviors, such as the sites they visit, the content they view, the searches they conduct, and the products they purchase online. It helps businesses target users with ads that align with their past behavior.
4. Contextual Targeting: It involves placing ads in relevant environments. For example, showing a sports drink ad on a fitness blog.
5. Device Targeting: It allows advertisers to target users based on the device they use, such as a desktop, smartphone, or tablet.
6. Interest Targeting: This method targets individuals based on their specific interests, hobbies, or topics they like.
7. Dayparting: It involves scheduling of ads at specific times of the day or on specific days of the week to target users when they are most likely to be online and engaged.
8. Retargeting (or remarketing): This strategy targets users who have already interacted with a website, an app, or another campaign. It’s a way to remind those users about a product or service they showed interest in.

Each of these targeting options can be used individually or in combination, depending on the specifics of the campaign and the intended audience. The goal is to present users with ads that are so relevant and appealing that they feel personalized. This increases the chances of engagement and conversion, helping brands get the most out of their advertising budget.

What are the different types of programmatic ad formats? How do they differ from traditional ad formats?

Programmatic ad formats have evolved beyond traditional display ads and now include a variety of dynamic and interactive formats. Here are some of the common types:

1. Display Ads: These are the most common type of online ad, and they come in various sizes. They can be static or animated and appear on various parts of a website.
2. Video Ads: These can play before, during, or after video content (pre-roll, mid-roll, post-roll), or even in-display (within a traditional display ad). There are also outstream video ads, which are standalone video ads that auto-play in text or other non-video content.
3. Native Ads: These blend in with the content of the website or app they appear on, and can include sponsored content or recommended articles. The aim is to provide a less intrusive user experience.
4. Audio Ads: These can be served programmatically on music streaming platforms, podcasts, and internet radio stations.
5. Mobile Ads: Designed specifically for mobile devices, they can appear in apps, on mobile websites, or even in SMS messages.
6. Social Ads: Ads appearing on social media platforms like Facebook, Twitter, Instagram, LinkedIn, etc. These platforms have their own programmatic ad ecosystems.
7. Connected TV (CTV) and Over-the-Top (OTT) Ads: These are served on internet-connected TVs or devices that stream over the internet. This is a rapidly growing area of programmatic advertising.
8. Digital Out-Of-Home (DOOH): This refers to digital versions of traditional outdoor advertising, such as billboards, transit ads, or ads in venues like malls or airports.

In contrast, traditional ad formats like TV commercials, radio spots, print ads, billboards, etc., are typically static, less targeted, and less measurable. The advantage of programmatic ad formats is they leverage real-time data to target specific audiences, can be dynamically adjusted, offer advanced interactive capabilities, and provide detailed measurement and reporting. This allows advertisers to optimize their campaigns for better engagement and return on investment.

What are the current trends and advancements in programmatic advertising? How do these developments impact the industry?

There are several trends and advancements in programmatic advertising which are reshaping the industry:

1. Generative AI and Machine Learning: These technologies are being increasingly integrated into programmatic platforms. They enhance targeting, bidding strategies, optimization, and personalization in real-time, which leads to more efficient and effective campaigns. Even we at ReBid are launching our own Ai Assistant for clients to query their programmatic campaign data.
2. Data Privacy and Consent: With the introduction of regulations like GDPR in Europe and CCPA in California, along with Google’s decision to phase out third-party cookies by 2024 there’s a growing emphasis on user privacy. This is prompting the development of privacy-compliant targeting methods, such as first-party data strategies and contextual targeting.
3. Connected TV (CTV) and Over-The-Top (OTT) Advertising: The rise of streaming platforms is driving growth in CTV and OTT advertising. This allows advertisers to reach cord-cutters who aren’t accessible via traditional TV advertising. Samsung TVs have launched their own programmatic ad system which can help you target traditional tv audiences through programmatic
4. Programmatic Audio: With the increasing popularity of music streaming services and podcasts, programmatic audio is gaining traction as a way to reach audiences in an engaging, personal medium.
5. In-Housing: More businesses are bringing their programmatic capabilities in-house. This allows for greater control and transparency, though it requires significant resources and expertise.
6. Multichannel and Cross-Device Campaigns: Advertisers are increasingly running integrated campaigns across multiple channels and devices to reach consumers more effectively.
7. Real-Time Measurement and Optimization: The ability to track campaign performance and make adjustments in real-time is a major advantage of programmatic advertising. This trend is expected to continue as measurement and analytics capabilities become even more sophisticated.

These developments have significant implications for the industry. They’re driving innovation, enhancing campaign performance, and changing how advertisers and agencies operate. However, they also pose challenges, such as the need for new skills, increased complexity, and the ongoing adaptation to privacy regulations.