The Case For Programmatic Ad Buying

Mobile Platforms

If you have been doing online advertising for some time, then you already know that there are different types of advertising products that you can choose from. There is what you call pay-per-click or PPC advertising and there is what you call Facebook advertising, which is really a brand of programmatic ad buying.

If you notice, there are many times when Facebook shows ads relate to your search on Google. It’s not that Google has been actively sharing information about specific users with the largest social media website in the world. It’s just that your laptop and mobile devices are bombarded with cookies and other online identifiers that are picked up by the programmatic ad buying platform on Facebook. But Facebook is not the only place where you can buy programmatic ads, there’s also Google Ad Exchange and a host of the programmatic ad networks.

How much does it cost to buy a programmatic ad and how does the ad buying process work?

It’s based on a cost-per-click model, which means that you only pay when someone clicks on your ad, although there are networks that charge per-impression.The power of the program is in pre-qualifying leads. When you sign up for an account for buying ads, you will need to enter information about your target market. It’s not enough to get their demographics, you also need to know what media and information they consume online and what type of websites they visit.

Once you upload the information, the algorithm in the advertising platform then actively searches for users that match the info on certain points. A cookie typically enables a match alert. Once a user has been found, the algorithm automatically bids to buy ads to show to the person. The ads are then shown. This process usually takes only a few milliseconds and you won’t even notice it happening.

Programmatic ads are so powerful, they are the leading advertising products now, with a market share of over 50% for laptop and mobile devices. In order to truly harvest the power of this model, though, you need to be accurate in your information. There are third-party services out there that gather and sell detailed information on the buyers of different products and services. Of course, they cost money. A lot of money.

If you don’t have the resource to get hold of well-researched third party information, you can always do so yourself. You just need to maintain a website and gather leads by publishing an opt-in form where your website visitors can enter their email address. Give them a reason to go back to your website, and give them things to do when they are there. Publish videos and images. Make sure that you track their movement using their an analytics program.

Once you have information on at least 1,000 visitors, you now have enough information to create an effective programmatic ad campaign. The only thing left to do is go to to learn more then create effective ads that are compelling.