While reading this article on how biddable media topics and techniques work, it can be seen that lots of biddable media can be found in display advertising. DPA or display programmatic advertising is the automation of marketing tactics that update in real-time. In this case, algorithms are used to provide the most cost-effective ad spend and optimize the ads that are working with cheaper and productive ad purchases. Furthermore, this allows advertisers to place display ads in front of their targeted audience.
Where do they appear?
Display programmatic ads appear on the internet of things such as Facebook, which dominates the DPA, Google, and Twitter. Advertisers now spend the majority of the time and resources marketing online. A majority of the people are now connected to the internet. Currently, almost every social media platform contains some sort of DPA. This is the best platform to reach users since there are higher amounts of traffic found in those sites. Every advertiser using DPA has to have a specific targeted audience that they want to put most of their funds towards.
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How can it be used? For starters, having data on people is what allows the algorithm to sophistically target the plausible audience. Companies such as Amazon or Oracle have an immense amount of stored data that can be accessed by programmatic advertisers. This allows advertisers to target the audience that best meets the criteria based on online activity, spending habits and demographics. Demographics can include age brackets, salaries, hobbies, and etcetera. Advertisers can choose the specific time they would like the ads to appear. It is important to collect this data to better utilize the benefits of DPA.
Benefits of DPA
The benefits of DPA is truly remarkable in this day and age. Many trials and errors are gone through to precisely target the audience without spending excessively or burning through the ad budget. This eliminates the headaches of having to constantly revamp the ad. DPA is done virtually and advertisers instead can have AI do it for you in the most cost-effective manner. Another benefit can be the opportunity to reach more exact and specific audiences. For example, geolocation targeting is used when an advertiser wants to target a specific location. Specific locations can include states, cities, zip codes, or even counties.