It’s Time to Rebrand Programmatic

With highly agile programmatic we39re canvassing everywhere across the internet even proving to be as sensitive as search by way of using predictive keywords to place relevant and timely ads We can now understand an individual and their behaviors at a more nuanced level thanks to programmaticamp8217s latest advancements namely advanced audience targeting integrations on emergent channels and dynamic creative optimization Not only is it efficient in terms of cost as it has always been but with these advances it is increasingly efficient in valueperplay given the new wealth of consumer insights being drawn upon to inform placementsThe new reality is Programmatic is a more fullservice approach today than in prior years It can even be drawn on as a targeting support tactic as we define search and social strategies Imagine the level of planning this offers to the health industry in particular Such advanced audience targeting can shed new light on individuals with conditions effected by seasonal changes or external events such as psoriasis or asthma Thanks to programmatic we have new ways of understanding audience behaviors even when symptoms are not aggravated thus further informing spend allyear round Because we are receiving information about how a consumer behaves when they are experiencing symptoms as well as before the onset of symptoms we can arrive at a much more sophisticated media planning process that even has the power to improve public health given improved targeting acuityThese advancements probably snuck up on those not closely following programmaticamp8217s evolution Fuel to this fire The new wealth of inventory appearing on emergent channels Highquality content entering the programmatic landscape is open to buy across all the primary apps and streaming devices With linear programming for example you might see multiple pharma ads backtoback if exclusivity wasnamp8217t negotiated at a premium But with CTV bought programmatically this isnamp8217t an issue Streamers now share content identifiers directly rather than working through third parties who provided genre codes and identifiers Because of this we can understand today where it makes sense to buy for true cross channel audience planning and targetingRecently these insights have become even more robust in light of the everevolving AI landscape AI tools can indicate product adjacency in programming prior to advertising For example a certain name brand vehicle might showcase in premium content just prior to a commercial for that same vehicle So with this example you can see how programmatic buyers can get truly contextual with all that dynamic creative optimization can offer We can focus on exactly what it is we want to buy instead of focusing on audience cohorts or dayparting of the past Rather than plan content by the hour we can align content within minutes of relevancy to better capture an audience This is possible only because we know specifically what was on the screen our target audiences were viewing prior to the ad runningAll this to say the opportunity for the amp8220newamp8221 programmatic is truly unique delivering rich insights and impactful reach in a trustworthy costeffective way Programmatic helps us take the patterns that are available and utilize them strategically across channels Itamp8217s high time for us to see programmatic and its value as more of a mainstage player than ever beforePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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It’s Time to Rebrand Programmatic

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Jordan Galbraith

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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It’s Time to Rebrand Programmatic

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Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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