This is where programmatic advertising comes into play. Using sophisticated algorithms, an expansive inventory, and new data sources, the programmatic analyzes its target audience and shows them ads in real time. Delivering relevant ads to the right viewer on the right device at the right time requires excellent accuracy and experience. But more importantly, it's totally possible.
If you can't measure the real ROI of your programmatic media campaigns in real time, you won't be able to precisely determine which ads and what their associated aspects are (creativity, text, publisher, when the ad was published, who saw it, etc. Basically, this is the digital stock market, where the prices of ad inventory are set and where the purchase of multimedia content takes place). CTV should be an integral part of a multi-device marketing strategy, as its adoption rate continues to grow and more and more homes are opting for the digitization of television. It's important to note that while real-time offers (RTB) represent the majority of programmatic offers, you can also buy ads directly with a seller or in private marketplaces that can only be accessed by invitation.
By using data to determine what types of content appear on the websites that users are viewing, contextual segmentation allows relevant ads to appear alongside related articles, often on the sites of publishing publishers. This real-time information helps drive a continuous cycle of programmatic advertising campaigns and, at the same time, collect and analyze results to optimize them and obtain the best ROAS and obtain the best ROAS. This is a valuable way to carry out effective programmatic multimedia campaigns, as you can identify different users across channels (through integration with your analytics platform) and then exclude them from seeing a duplicate ad. Multi-device tracking determines which device belongs to a viewer and measures precise attributions so that advertisers can send messages to consumers where they are in the buying process.
Integrating this capability allows advertisers to create a consistent user experience that has a significant impact on brand awareness, conversions, and greater engagement. With programmatic ad segmentation, you can create a segment of relevant consumers and then channel your messages to that specific group and to the people in that group who are most likely to need your offers. It also allows you to better control how, where and when your programmatic ads are published so that you can receive data-based information to help you better allocate your marketing budget. This way, you can exclude them from certain programmatic campaigns that may not be relevant to them, which, in turn, will prevent you from wasting media spending by showing them an irrelevant ad.
As you collect more data about your audience, how they interact with your creativity and your results, the better your advertising will be. But how can advertisers take advantage of ad placements as they become available? Well, this is where real-time bidding (RTB) comes into play.
