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November 21, 2015

Programmatic Marketing: What Is It? How Does It Work?

Jamie Allebach
Jamie Allebach Chief Executive & Creative Officer

You may have heard that programmatic advertising is revolutionizing the media landscape, or that it’s changing the face of online ad buying…but what is it? Is this just another shiny new toy?

In plain English, programmatic ad placement utilizes software to automate the traditional media buying process of human negotiation and manual insertions orders. The technology and software platforms enable advertisers to define and set parameters around their budget, goals, audience and behavioral targets. Using these parameters, the platform adjusts to variables and optimizes placements and performance.

The software is considering variables such as which version of creative, what channels, which devices and at what time of day is performing best. All the while, optimizing the campaign for these variables in real time!

OK great, but why does this matter for food brands?

This amount of data is far beyond the ability of humans and spreadsheets; software makes digital advertising efficient. Programmatic technologies can deliver ads to consumers while they are in the right frame of mind, in an exact location and on a specific device. By delivering relevant ads, every impression is more impactful and every dollar spent is more efficient.

For food brands, this presents an immense opportunity to reach consumers in-store, on their mobile devices, who are likely to purchase, and with creative that has been optimized to resonate with their interests. It does not get any better than that!