02-09-2017, 12:22 PM
There is now a lot of advertising in the media industry around dynamic and programmatic advertising. From the marketing point of view, it seems to be the next evolution in how to find your customer at the exact point of the decision. Think about it in terms of advanced weaponry for expert marketers. The old way, or the native advertising as we call it, was like carpet bombing. An advertisement is placed; with the aim of a general area, hoping that it will reach the mark. And you needed a large number of sights to find your target. Instead, the new digital tactics are much more related to a smart bomb with GPS that looks for technology, able to fly in an open window if necessary. The advertisement is targeted, or better still, activated, by a specific demographic decision, a purchase decision or an action. This guarantees minimal collateral damage (unnecessary advertising expense) and reaches the mark with accurate time. This is dynamic advertising.
One way of dynamic advertising is to redirect. Someone goes online and looks for something that interests them. Be it a new pair of shoes, a new home, or even a B2B CRM system. Once they have started that search, companies like AdRoll, Google DoubleClick or Criteo are in action. Using the data you have captured about you and your web activity to dynamically publish paid ads that are exactly relevant to your interests on the sites you frequently visit that have been selected to post this type of dynamic ad.
Similarly, it has digital programmatic advertising, which is seen as a smarter way of approaching the traditional advertising price model. Classic display ads come with a fixed price based on CPM views. Is your target audience viewing these ads? That is not explained in the price. You just checked in the number of views, period. It is a manual process established by humans. However, the programmatic approach is a more advanced way of dynamically setting prices and ad priority. It serves the ad based on contextual targeting, which means that it can set its demographic target and the system then serves the most relevant ad based on the demographic profile of the viewer. This in turn best corresponds with the product with the person and the invoices of the relevant opinions instead of just numbers.
One way of dynamic advertising is to redirect. Someone goes online and looks for something that interests them. Be it a new pair of shoes, a new home, or even a B2B CRM system. Once they have started that search, companies like AdRoll, Google DoubleClick or Criteo are in action. Using the data you have captured about you and your web activity to dynamically publish paid ads that are exactly relevant to your interests on the sites you frequently visit that have been selected to post this type of dynamic ad.
Similarly, it has digital programmatic advertising, which is seen as a smarter way of approaching the traditional advertising price model. Classic display ads come with a fixed price based on CPM views. Is your target audience viewing these ads? That is not explained in the price. You just checked in the number of views, period. It is a manual process established by humans. However, the programmatic approach is a more advanced way of dynamically setting prices and ad priority. It serves the ad based on contextual targeting, which means that it can set its demographic target and the system then serves the most relevant ad based on the demographic profile of the viewer. This in turn best corresponds with the product with the person and the invoices of the relevant opinions instead of just numbers.