The design of the programmatic strategy is key in advertising, because it allows you to be present on any device and space to reach the target audience. In the Programmatic Advertising Course from the online course offering of the European University, you will learn all the details of these advertising campaigns. You will learn the methods of buying and selling, the platforms and tools used, and the latest trends in this field.
Techniques for developing a programmatic strategy
This automated buying and selling of overseas chinese in uk data advertising space is done by cross-referencing audience data and information related to platforms or bids. This model requires a programmatic strategy that considers techniques such as the following:
Real-time bidding (RTB)
A technique that allows advertisers to bid in real time for ad impressions to match them with their target audience. This improves the effectiveness and profitability of ads.
Data Management Platform (DPM)
Audience segmentation technique using data management platforms . These collect and analyze demographic data, interests, behavior, and intent. This improves the effectiveness of ads because they are personalized for different groups.
Retargeting and remarketing
Retargeting is a technique based on showing ads to users who have previously interacted with the website or who have shown interest in its products or services. Remarketing extends this technique to social networks.
Dynamic Creative Optimization (DCO)
Technique for designing personalized advertising creatives in real time based on user data. This may include their location, browsing history, previous interactions, or others.
Demand Side Platform (DSP)
A technique that uses integrated platforms or demand-side platforms to manage campaigns across different channels such as display , video, mobile, social media and audio. This programmatic strategy, also called multi-channel optimization, ensures consistency and effectiveness across all channels.
Challenges in developing a programmatic strategy
While programmatic advertising offers numerous advantages when it comes to reaching specific audiences, it does have some drawbacks that need to be considered.
Advertising fraud and visibility
Fake impressions, clicks, and conversions that don't have value and consume budget are being seen . This is addressed by ensuring that ads are only shown in trusted environments.
Brand Safety
Online advertising that does not target real, physical users in the chosen geographic area. This is avoided by ensuring that the DSP only works with trusted and authorised publishers.
Ad Blockers
These are programs that prevent ads from being displayed . Native advertising is a creative way to solve this problem.
Lack of transparency
This happens when advertisers don't know where their ads are or what rates are being applied . This is solved by choosing trusted platforms and using supply path optimization (SPO) techniques.
Attribution and measurement
Attributing conversions and measuring ad viewability is a complex task that is accomplished by using third-party verification tools or by setting clear measurement goals.
Advertising fatigue
This occurs when users stop paying attention to ads because they are repetitive , which reduces their effectiveness. This is combated by generating attractive content and changing it periodically.
Privacy and compliance
The collection and use of user data is regulated, so advertisers must obtain consent and ensure that the information is used exclusively for the purposes described.
Trends in programmatic advertising
Programmatic advertising will continue to expand into emerging media such as connected TV, digital audio (podcasts and music streaming ) and augmented reality (AR) or virtual reality (VR). In addition, other trends are being observed that may affect programmatic strategy :
Disappearance of cookies and the privacy sandbox
The gradual elimination of third-party cookies and the limitation of cross-site tracking forces a transition towards first-party data. Programmatic advertising must take this into account and, once the necessary changes have been made, consider using Google's privacy sandbox .
Sustainability
It is one of the strategic pillars of every company, but following this trend implies additional costs related to processing units, or the software and hardware necessary for environmental protection, both in digital advertising and in any other business area. Only innovative companies willing to risk the cost involved will fully embrace this trend.
Oligopoly vs retail media
As in traditional media, one player can control up to 50% of the market in some sectors. If 80% of the budget is allocated to social networks and search engines, and the rest to large groups, advertisers are moving away from small and medium-sized groups. Therefore, it is essential to consolidate retail media from an advertising point of view, as another medium, but with a particular interest.
Fragmentation vs. omnichannel
The trend towards omnichannel shows a lower interest in specialised players. This refers to all the spaces in which an advertiser has the opportunity to show an advertisement to the right audience and in a context relevant to its brand, regardless of the medium. This convenient unification implies many challenges in terms of measurement and monitoring due to the different technologies.
These and other trends prove the present and future relevance of programmatic strategy in the advertising field. The European Vocational Training Centre also has one of the best and most varied academic offerings in this field through the following programmes: Higher Degree in Online Marketing and Advertising , Higher Degree in Marketing and Advertising in Madrid , Higher Degree in Marketing and Advertising in Valencia and Dual FP in Marketing and Advertising in Madrid .
