Programmatic advertising has become one of the hottest topics for the last few years. Lots of articles and research were made concerning this subject. Almost every marketing conference nowadays have separate lectures dedicated to programmatic advertising. I am not even talking about special events where programmatic marketing specialists share their knowledge to the world only on this topic. But what actually is this process of digital marketing and how it could work together with content marketing? That's what we are going to find out in this article.
Probably, one of the best definitions of programmatic ads buying is given by Business Insider: "Programmatic buying is the process of executing media buys in an automated fashion through digital platforms such as: exchanges, trading desks, and demand-side platforms (DSPs). This method replaces the traditional use of manual RFPs [Requests For Proposal], negotiations and insertion orders to purchase digital media."
What it is saying is that programmatic advertising removes the human interaction in the ad buying process. Usually, for the large companies, it takes lots of resources and time to find the right place for advertising, then to negotiate the best deal, sign the contract, transfer the money and curate everything. And this is a non-stop ongoing process. But humans can't work 24 hours a day, and they make mistakes.
All of this is avoidable with programmatic ad buying when all the work is done by the automated system which uses rules and algorithms to find the perfect spot for the best price to show your ad. It uses loads of data to determine where your targeted audience might be, what kind of advertising they might be interested to see and when. This allows optimizing your advertising process to the level where any human is unable to do. This is the future of advertising, and it saves you lots of money.
So, how this technique could incorporate into content marketing? We all know that content marketers very often see paid advertising as a huge "no-no" in their strategy. They are all about providing high-quality content to help people solve their problems. All the content is delivered using the owned media. Usually, marketers try to avoid 'pushing' their product or service through content marketing. Their primary task is to provide the finest experience hoping to transforms consumers into loyal customers.
But, we all know that content marketing is just a waste of time and money without a targeted audience. So, sooner or later marketers have to turn their heads into paid advertising to amplify their content. And programmatic ad buying allows us to deliver the content to the right people at the right time and place. Programmatic advertising provides the ability to chose such factors as geographies, times of the day, age, behaviour, intent and, many more elements that could shape your perfect customer. You can even deliver different types of content to different audiences, and all is done instantly, just in seconds by the automated software 24 hours a day.
As you see, programmatic advertising is somewhat similar to content marketing by the importance of targeting. They are both concentrated on delivering material to the right audience. One of the main tasks of content marketing is to shape you perfect consumer and then create relevant content for him. If you know your ideal audience and its behavior then why not to amplify your content with programmatic ad buying? You will not overstuff the internet with your content. You'll just show it to right people at the right time and place. Isn't that what every marketer wants?