What is programmatic display?
Programmatic display is a set of technologies that allow advertisers to place online display advertisements in front of potential customers while they are browsing publisher sites that carry the advertising.
It sounds like normal display, but the exciting thing about programmatic is that potential customers can be targeted on specific demographics such as their age bracket, salary, interests, job role, and their current internet browsing interest.
Adverts can be placed at specific times of the day or on specific sites when these target users are online.
Though the technology is complex, if you understand what you are trying to achieve, you can rise above these complexities and reap the benefits of programmatic display.
You need a piece of technology that provides access to the inventory of advertising placements and allows bids to be set for your various target demographics.
This is called a Demand Side Platform (DSP) and there are many different models available.
They are pretty complex pieces of software and can be expensive, so generally you would engage with an agency that uses one of these rather than fumble through all the levers and dials yourself.
The DSP and agency choice should largely be based on:
- The amount of online inventory they have access to.
- The plan they put together (i.e. their understanding of your target market).
- The cost for the service. Be very careful here to ask how much your agency pays for the clicks or impressions and how much they are going to charge you for the service of management and optimisation.
It is very much like engaging with a PPC search agency, except for the fact that there is no standard AdWords interface for everyone to buy clicks.
Instead, there are numerous suppliers of this technology, each with varying levels of access to clicks. However, treat it like buying PPC via an agency and ask similar questions about your campaign optimisation.