Programmatic Advertising uses automated technology to buy and sell digital advertising space in real-time. Instead of buying media and targeting audiences in bulk, Programmatic Advertising places buys through a bidding mechanism on every single impression/view. It involves using data and algorithms to target specific audiences and deliver relevant ads across multiple channels and devices.

Traditional advertising typically involves manual negotiations between advertisers and publishers, whereas programmatic advertising uses automated processes and algorithms to buy digital ad space in real-time. This allows for greater efficiency and scalability, as well as more targeted and personalised advertising campaigns. Also, traditional advertising often involves fixed pricing and predetermined ad placements, while programmatic advertising uses dynamic bidding and real-time optimisation based on performance data. This allows for more flexibility and the ability to adjust ad campaigns on the fly, rather than being locked into predetermined agreements. Lastly, traditional advertising can be more difficult to track and measure, whereas programmatic advertising provides detailed data and insights into ad performance, allowing advertisers to see the impact of their campaigns and make informed decisions about future strategies.

Programmatic Advertising can help businesses reach their target audience more effectively, increase ad efficiency and cost-effectiveness, provide better audience insights, and deliver personalised and relevant ads in real-time on a global scale. Programmatic advertising offers a range of targeting options, including demographic targeting, behavioural targeting, contextual targeting, and location-based targeting.

While Google (Display) Ads and Social Media Ads allow advertisers to target specific audiences and demographics, Programmatic Advertising goes a step further by using real-time data analysis and automated decision-making to optimise ad campaigns cross-platform. Google Ads and Social Media Ads typically only allow for ad placements within their respective platforms, whereas programmatic advertising can be used to buy ad space across multiple platforms and publishers, allowing for greater reach and exposure. Every platform has its strength and place in the marketing funnel, ideally all channels should be combined into a holistic campaign - much like multiple flavours in a good ice cream!

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