Programmatic Advertising – The Good, The Bad, and The Ugly

Increasing in popularity, the 2015 online marketing buzzword is predicted to be Programmatic Advertising (AKA – Automated Buying, Programmatic Marketing, Machine-Based Buying and many more). As you may have noticed, the internet is plagued with even more definitions of Programmatic Advertising than there are AKA’s. To ensure we are starting from the same place, I will be talking about Programmatic Advertising using Google’s definition.

“It is the practice of using technology and audience insights to automatically buy and run an ad campaign in real time to reach the right consumer with the right message in the right context. Regardless of the goal, programmatic buying means simple, efficient, effective transactions.”

Although the possible benefits of Programmatic Advertising have the potential to overshadow the costs, with any type of advertising Programmatic Marketing comes with risks. This article will discuss the good, the bad and the ugly of Programmatic Advertising or Programmatic Buying.… Continue reading