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Programmatic marketing has transformed the digital advertising world, enabling advertisers to reach the right audiences more efficiently. In short, programmatic marketing involves the use of software to buy digital advertising inventory with real-time bids. Programmatic marketing is growing rapidly in the 2020s for several reasons:
Increased digitalization
With the boom of digitalization, programmatic has become an indispensable tool for marketers to connect with their target groups. Programmatic marketing allows us to deliver personalised advertising messages to consumers.
Enhancing targeting capabilities
Advertisers can use data to target particular audiences based on demographics, interests, behaviours, and other factors through programmatic marketing. This has resulted in more accurate targeting, higher engagement rates, and increased ROI.
Data-driven advertising
Programmatic marketing relies heavily on data and technology for bidding automation. Data is critical when running programmatic advertising to target specific audiences with relevant ads and optimize ad placement and bidding.
Promoting transparency
By providing clear and concise disclosures, advertising options, data transparency and brand safety, programmatic advertising can promote transparency. These measures help build trust between users and advertisers while improving the overall user experience.
Expansion of programmatic audio and connected TV
Beyond traditional display and video, programmatic advertising offers new opportunities for brands to reach consumers in new ways, including programmatic audio and connected TV.
Overall, programmatic marketing will evolve and grow in the 2020s, driven by technological advances, changing consumer preferences, and increased demand for personalised and targeted advertising.
