Programmatic advertising has been the backbone of digital marketing for decades. Its death grip had been well-earned in many ways: it took the vast expanse of internet marketing and condensed it into an efficient and cost-effective means for getting your brand out into the world.
However, the internet landscape (and the regulations around it) are very different from the one programmatic advertising was born into. While it’s unlikely programmatic will go away, it’s time to consider if it should be a supplemental activity rather than the driving force behind B2B digital strategy.
What is programmatic advertising?
Programmatic advertising is the automated buying and selling of digital ad space via ad exchanges. This buying and selling may be done using real-time bidding (RTB), private marketplaces or programmatic direct. Regardless of the type, typically programmatic advertising is facilitated across three components: