In our digital world, automation allows all sorts of businesses to prioritize efficiency. And while you may not relish the thought of replacing all your employees with robot counterparts, the reality is that automation acts as a welcome addition to your daily processes. Being able to streamline your operations with automated options will free up valuable resources, allowing you to more effectively manage your business and compete with others in your industry.

While automation can come into play in a number of areas, you might never have considered using it to improve your marketing. Programmatic advertising is just one example of how automation is being utilized in inventive and impressive ways in the marketing sector. Let’s take a closer look at programmatic advertising and why it might make sense to talk to your digital marketing agency about what it can do for you. 

Defining Programmatic Advertising ::

Before you can decide whether programmatic advertising is the right move for your business, you need to understand what it actually is. Programmatic advertising involves the use of automation in digital ad buying. Instead of relying on humans to negotiate deals or make advertising selections, programmatic advertising uses computer programs and algorithms to make those purchasing decisions in real time. Basically, it means you’ll use machines (albeit very sophisticated ones) to buy or sell ads.

It’s important to note that humans are still needed in certain aspects of the ad-buying process, even when automation is being used. Generally speaking, you’ll still have to optimize ads or improve copy on your own. But programmatic advertising tools can make it a lot easier to take care of the nitty-gritty details that typically slow down the traditional process.

Although programmatic ad buying was once restricted to larger companies (and even larger budgets), it’s now become more accessible for businesses of all sizes. And since many of us have become more familiar with artificial intelligence in recent years, you might be more willing to embrace the idea of automation in advertising — especially when you consider the advantages it can provide. 

Benefits of Programmatic Advertising ::

One of the main reasons to consider programmatic advertising is the efficiency it offers. Traditional ad buying and selling often require a lot of resources, including time, money, and industry expertise. The conventional process is tedious and expensive — and it’s not something just anyone can do. That can throw a wrench in your budget and make it harder for your business to achieve its goals, as your resources may be tied up.

Programmatic advertising allows you to speed up the buying or selling process. Machines don’t need lunch breaks or vacation days. They also don’t need health benefits, salaries, or employee training. The truth is that removing humans from the equation can help you to streamline certain processes. While that doesn’t have to mean your workers will lose their jobs, it can mean they’ll be able to focus on other areas of your business — allowing you to effectively grow over time. 

What’s more, human error will always be a factor with traditional advertising. While human intervention is still required in some way with automated processes to check that everything is working as intended, human error is another issue entirely — and it’s one that can be removed with an increased reliance on machine learning. Programs that use artificial intelligence may actually make better decisions regarding ad targeting, which can subsequently allow your workers to plan and optimize to their full potential. Instead of being bogged down with menial tasks that can lead to burnout (and mistakes), programmatic advertising tools can take care of the mundane details so that your employees can thrive at work. At the same time, you’ll be paying for more relevant ad placements that create better results for your business.

While it’s important to note that programmatic advertising is still a relatively new tool, it’s already showing remarkable promise and growth potential for businesses. And because programmatic advertising is so versatile and can be used on a number of different platforms, it’s positioned to have a major impact on the digital marketing landscape in the years to come.