The Future of Digital Advertising is More Human Than You Think
How can an automated process improve the way digital advertising is planned, executed and optimized … and what is programmatic advertising, anyway?
Programmatic advertising is the automation of the buying and selling of desktop display, video and mobile ads using real-time bidding. Programmatic describes how online campaigns are booked, flighted, analyzed and optimized.
Programmatic is a welcome addition to the way digital planners and buyers do their job. It frees us from the more mundane tasks of issuing insertion orders and managing ad tags and all of the other minutia. But does it take the place of sound strategic planning and razor-focused creative?
Programmatic tools can create significant efficiencies in planning and buying, but creative still needs to be strong, and most importantly relevant, as we improve our targeting capabilities. Strategic marketing and media are as critical to the success of programmatic advertising as they are to the success of advertising in general.