Why brands should go for programmatic advertising

Authored by Vaibhav Pandey , CO-Founder and CTO, Tyroo

Programmatic advertising is an efficient, data-driven way of buying digital inventory.

In terms of trends and innovations, we are seeing discussions and products shaping up on the cookieless world (with Google deprecating third party cookies in 2023) that will allow marketers to buy basis other alternatives that employ probabilistic Identity graph solutions.
Another major trend we are seeing is connected TV.

Why should a brand invest in programmatic adverting? It is a fact that programmatic allows for greater transparency and control; you get real-time reports and measurements which allow for systems to do better optimizations, so that your spends will reach the kind of audience that is the right target group for it. You also get to reach out to a much larger pool of audience depending on which SSP and DSP you use.

Why should brands and platforms go for programmatic advertising? What are the advantages of programmatic advertising as against the traditional mode? Programmatic advertising’s promise to the brand is around transparency. You have full control on where the ad is going to get shown and to whom. Using the data signals that get generated owing to parameters like location, geography, demography, behavior, inventory type, placement, format etc… models can quickly create several targeting segments that can then be deployed to get better optimization and yields on your spends.

We can expect increase in new touchpoints which are getting programmatic-enabled like OOH, Connected TV and the entire CTV ecosystem.

Despite all the advantages, programmatic advertising has also raised several questions related to brand safety. Brand safety as a topic is getting picked up quite a bit within the programmatic ecosystem. Brands and their agencies can opt to work with solutions that have implemented brand safety solutions. Some companies that currently live with their data-backed brand safety solutions are Doubleverify, Comscore, Integral Ad Sciences.

Machine learning can easily identify patterns in customer data and thereby help with the optimization part (right targeting, buying at the right price, etc…) for your programmatic campaigns.