That title isn’t a typo. At the best of times, the technology behind digital advertising is difficult to understand. At the worst of times, it’s not too far from hieroglyphics. Let’s take a step away from bits, packets, and servers to make the programmatic advertising discussion a little more relatable, shall we?
You arrive at a restaurant with a general idea of what you’d like to eat. One thing’s for sure: You know you want wine with your meal. The restaurant’s walls are covered in wine racks filled with more bottles than you can count. Would you choose your wine based on what you can see before you sit down?
Similarly, basic demographic data doesn't produce a clear image of the audience you’re trying to reach. You likely have very specific target consumer bases and will need to closer examine the campaign’s needs to determine exactly who you need to reach.
You probably only know the very basics of what you want, which isn't likely to set you up with the perfect pairing. But looking into the wine list with an expert’s help will narrow it down. With much more information at your disposal—grape varietal, country of origin, year—you're ready to make a choice!
Similarly, basic demographic data doesn't produce a clear image of the audience you’re trying to reach. You likely have very specific target consumer bases and will need to closer examine the campaign’s needs to determine exactly who you need to reach.
It’s time to order. With your programmatic sommelier’s help, you can ask specific questions to determine what characteristics (beyond “region”) that you’re looking for in your wine. You can sample a few, decide what isn’t working for you, and move on to the next bottle without issue.
Likewise, programmatic can help narrow your audience to ensure your experience—your campaign—goes off without a hitch.
What makes the sommelier so effective? On their own, diners can’t easily find, access, or retain all the information to know what bottle pairs with their needs. But a sommelier brings that know-how to the table.
The same is true of programmatic advertising. If you tell your ad tech partner (or your DSP) what you want, the programmatic buying platform will ensure each purchased impression goes to someone who meets your exact criteria. Have you made your selection yet?
The sommelier’s job is to manage large amounts of information and quickly make accurate selections. The same goes for programmatic. Tell your ad tech partner what you want and the platform will ensure you reach your ideal audience. Have you made your selection yet?