What is Programmatic? A Beginner’s Guide to Programmatic Digital Advertising

What is Programmatic? A Beginner’s Guide to Programmatic Digital Advertising
In the world of digital advertising, you’ve likely heard the term programmatic advertising, but what exactly does it mean?

For small business owners and entrepreneurs, understanding the ins and outs of digital advertising is important for running successful marketing campaigns. In this beginner’s guide blog, I break down what programmatic advertising is, how it works, and why it’s a powerful and affordable option for small and scaling businesses.

What is Programmatic Advertising?
Programmatic advertising is a method of buying and selling digital ad space automatically, using algorithms and software, rather than through traditional direct negotiations with website owners. Think of it as a way to buy ads with the precision and efficiency of automation, eliminating the need for manual back-and-forth communication between advertisers and publishers. In traditional digital advertising, ad buyers would manually purchase space on specific websites or platforms. This process often involved lengthy discussions, contracts, and human interaction. Programmatic advertising changes all that by automating the buying process in real-time, helping businesses display their ads to the right audience at the right time—without the hassle.

How Did Programmatic Advertising Begin?
Programmatic advertising began in the early 2000s when advertisers started looking for a more efficient way to buy digital ad space. The goal was to make ad buying faster, more precise, and scalable. As the technology evolved, it allowed advertisers to use data to target specific demographics, interests, and behaviours, making it easier to reach the ideal audience for their products or services. Over time, programmatic advertising became more sophisticated, allowing small businesses to get involved and run campaigns that would have once been reserved for larger companies with big advertising budgets. Now, even small business owners can access advanced targeting options and reach potential customers across various platforms with ease.

Why is Programmatic Advertising So Popular?
One of the key reasons why programmatic advertising has become so popular is that it offers efficiency and affordability. The automation behind programmatic ads allows businesses to spend less time managing campaigns and more time focusing on their core activities. It also makes the advertising process much more cost-effective by removing many of the middlemen traditionally involved in ad buying. With programmatic, businesses can target their ideal audience based on factors such as location, interests, and browsing behaviour. This highly targeted approach means your advertising dollars are spent wisely, as you’re reaching people who are more likely to engage with your products or services.

What Can Be Bought Programmatically?
Programmatic advertising isn’t limited to just one type of ad or platform. Here are some of the digital formats that can be bought programmatically:

Display ads - the various types of banner ads you see on all kinds of websites
Video ads - From YouTube to the video pre-roll ads you see on news websites
Connected TV or BVOD ads - The ads you see on your catch-up TV services like 9NOW or 7Plus
Audio Ads - The ads you hear in your podcasts or digital radio player
Mobile ads - Ads you see within mobile apps
Native ads - Image & text-based ads that drive you to content
Outdoor ads - Digital outdoor advertising screens

This range of ad formats allows businesses to run campaigns across multiple channels and platforms, increasing their chances of reaching their audience in all forms of online spaces, wherever they are consuming their content.

How Can You Run Programmatic Ads for Your Business?
Running a programmatic ad campaign might sound complicated, but it doesn’t have to be. At AdVancify, I help small businesses get started with programmatic advertising by offering affordable and effective solutions. I work with programmatic specialists to deliver your campaigns. I ensure that I understand your target audience, set a budget that works for your business, and develop a programmatic strategy that helps you reach your goals. AdVancify takes the guesswork out of the process, ensuring that your ads are placed in front of the right people, at the right time, and within your budget.

Why Programmatic Advertising is a Great Option for Small Businesses
Small and scaling businesses often have limited marketing budgets, and programmatic advertising is an excellent option because it provides value for money. By targeting specific audiences and only paying for ad space when the right person is viewing the ad, programmatic helps reduce wasted spend. It also offers flexibility—you can start small with a limited budget, and as you see results, you can scale up your campaigns. With the right approach and guidance, programmatic advertising can help you reach new customers, grow your brand, and achieve the same results that larger companies are achieving—without the hefty price tag.

Ready to get started? Contact AdVancify today, and let us help you create an effective and affordable programmatic advertising campaign for your small business.

Want to dive a bit deeper - Give this a read - Outbrain: Programmatic Advertising Guide