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Apr 6, 2018

Programmatic Marketing - What Is It?

So you’ve heard about programmatic advertising- what does that term actually mean?

Programmatic ad buying is comprised of the sale, purchase and placement of ads in a real-time bidding process. More simply, it is a way to automate the purchase of online ad space using the power and speed of the internet, with more precise targeting and a wide reach. The highly advanced targeting and hugely expansive network allows advertisers to reach the right customer, on the right device, at the right time. The result? Unparalleled ROI. 


How does this differ from your current online advertising?

Paciolan can divide its display advertising technology between Google AdWords and Google DoubleClick. Both platforms allow for refined demographic, geographic and behavioral targeting with automated bidding. However, the differences lie in the scope of these offerings.


Google AdWords distributes display ads on the Google Display Network with over 2 million websites that reach 90% of Internet Users. On the other hand, Google DoubleClick has access to the Google Display Network, as well as 80+ additional networks of third-party websites for unrivaled ad reach and high-quality inventory. Targeting these premium ad placements is also elevated on DoubleClick including demographics, wealth indexing, third-party data providers, and more.


For reporting, Google AdWords measures Search, Display & YouTube results within its own ad network; whereas DoubleClick’s Ad Server can incorporate multiple channels, platforms and devices. DoubleClick technology allows for more accurate granular conversion path reporting and consequent actionable insight.


Is programmatic right for you?

It depends on your business. Not all businesses need the power or complexity of programmatic and can find great success on a single paid platform like Google AdWords or Facebook. Programmatic advertising offers superior tools suited for accounts that demand omni-channel visibility with advanced marketing strategies.


For more information, reach out to your Client Partner or Senior Digital Marketing Strategist Brandon Mellor.