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What is programmatic advertising?
5 Plays1 year ago
In this episode, Ashley Monk dives into the world of programmatic advertising, explaining its definition, mechanisms, and best practices. She discusses how programmatic allows for automated buying and selling of digital ads across various platforms, emphasizing the importance of targeting specific demographics and behaviors. The conversation also covers when to effectively use programmatic advertising and when it may not be the best fit, particularly for smaller budgets. The episode concludes with a call for audience engagement and feedback. Takeaways
- Programmatic advertising automates the buying and selling of digital ads.
- It allows targeting across multiple channels and platforms.
- Effective programmatic strategies require a clear understanding of the target audience.
- Programmatic works best for specific demographics and behaviors.
- The number of touchpoints needed for conversion has increased post-pandemic.
- Programmatic can be used for both top-of-funnel awareness and bottom-of-funnel retargeting.
- Smaller budgets may benefit more from high-intent platforms like paid search.
- Understanding demand-side platforms is crucial for programmatic success.
- Programmatic can contextualize ads based on user location and behavior.
- Audience feedback is essential for improving content and engagement.
Chapters
00:00 Introduction to Programmatic Advertising
03:34 Understanding Programmatic: Definition and Mechanism
06:30 Targeting Strategies in Programmatic Advertising
09:31 When to Use and When Not to Use Programmatic
10:48 Conclusion and Audience Engagement
11:32 Onya Mic Outro.mp3
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Transcript
Podcast Relaunch and Focus
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Welcome to the Anya Mike podcast, a podcast where we discuss the ins and outs of marketing, running a business and tips and tricks the industry may just not be telling you, but we will.
00:00:14
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If you're looking for inspiration on exactly how to grow your business with ambition, innovation and confidence while creating maximum impact to influence your clients like never before, you're in the right place.
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Grab your AirPods, pen, paper, or laptop, and let's get on your mic.
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Get set and grow.
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And now, here's your host on the mic, CEO Ashley Monk.
00:00:42
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Well, hello, hello, Anya Mike community.
Understanding Programmatic Advertising
00:00:45
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I am so excited again to be back as we relaunch the podcast with episode two and to get right into the nitty gritty as we like to do as we talk about the latest marketing tactics, what is happening in the industry, we're talking on about
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programmatic advertising.
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How do we use it?
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How do we leverage it?
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And how do we really harness the power of when to use it?
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And so today in this episode, we're going to dive into what is programmatic.
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If you've never heard of it, or maybe you're leveraging programmatic, you're a marketing director, a VP of marketing, and you're like, I know we're doing that, but don't quite have the definition and that's okay.
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I'm going to unpack that for you.
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We're going to talk about how programmatic works.
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So what are some of the things that we can do?
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How is it typically described?
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And I'm going to give you some language and terminology.
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We are going to talk about tactic.
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So how do we deploy it?
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What are the best practices and use cases?
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And why would we want to use it that way?
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And then we're going to talk about when not to use it too.
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Because as much as I love programmatic, there is a time and a place in your overall paid media mix where it makes sense.
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And depending on your budget, depending on your brand, and depending on your goals, just like any tactic, it may or it may not make sense in your context.
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So those are all of the things that we are going to be breaking down today.
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I can't wait to dive in.
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So let's get to it.
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What is programmatic advertising?
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So simply stated, programmatic is the automated buying and selling of digital ads placements across a multitude of platforms and channels.
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So the way that I have heard it described that I don't know who to give credit to, but someone created this idea of what's called a walled garden.
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So when I say walled garden, and you heard that correctly, think of it as a gated platform.
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So Meta is a gated platform.
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I love advertising on Meta.
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But if I am placing ads on Facebook and on Instagram, so meta platforms, I am betting that that user that I'm trying to reach is on that platform and they are active because otherwise they're not going to see an ad.
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So that is the bet that I am placing when I advertise there.
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Same with Google.
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If I'm advertising on Google, I am betting and I'm essentially guaranteeing that that user is using Google as their primary search engine.
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And so if I'm serving an ad on Google, that means that I'm betting that most of my ideal prospects, clients, prospective students, patients, whoever it may be that I'm targeting is active on Google, AKA gated or a walled garden.
Targeting Strategies in Programmatic
00:03:06
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On programmatic, that is not the case.
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So our strategy on programmatic, the automated buying and selling of ads across a multitude of platforms, is we have a very clear idea of the prospective target that we're going after.
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The difference here, though, is we are hitting them on a variety of different channels.
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Those channels could be display ads, so ads that you see on the banners of sites that you're searching.
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They could be native ads too, which is a similar process.
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They could be audio ads on online radio or Spotify or channels that you might be listening to.
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They could be shopping ads.
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They could be, I'm trying to think, there's so many thousands of placements.
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They could be in-app ads.
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So if you're on your phone and you're on the weather app, that could be something that pops up.
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They could be the ads that you see if you're like me at the gym going and pumping iron and you see a screen and then all of a sudden an ad pops up on that TV.
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Those are all examples of programmatic ads.
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And I know what you might be thinking, but Ashley, isn't that too broad?
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There's so many channels.
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The point, your point on programmatic when used effectively is going after a small, highly targeted interest group on a multitude of channels because you're essentially saying, I know enough about my audience that I'm gonna hit them multiple touches.
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I think the stat was as of 2025.
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So mind you, before pandemic, there was a stat that said it took seven to 10 touches from marketing before somebody bought from you.
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Post-pandemic, I believe that number is close to 17, 17 touches.
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So if you're still in the days of hoping that someone opts in and buys from you the first time, can it happen?
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Sure.
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Is it going to be likely?
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Hmm.
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if you're selling something like tuition, right?
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$50,000 purchase, maybe if it's a $5 or a $15 buy, but if it's about 50 to $100, probably going to take more touch points, right?
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And so with programmatic, we are betting that that user, we know who we're going after, but we're going to hit them a multitude of places.
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But here's the beauty of programmatic.
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We can contextualize it.
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So we could essentially geofence.
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We'll talk about that.
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one radius to where I use this example in higher education.
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If you know that your prospective students for undergrad are going to a college fair, let's serve your ads and just serve them up to mimic what's already not happening naturally in the enrollment cycle or sales cycle if you're listening, right?
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So we can do that with programmatic or we can cast our net so broad and hit that user so many different times across different channels.
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And that's what I want to kind of deploy you to do.
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Where do we begin?
Optimizing Funnel Strategies
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What are the ways that, why programmatic?
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So programmatic is gonna work best, like I said, when you are serving a very specific demo.
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This could be, you know that your target audience hangs out and frequents a certain location.
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This could be, hey, I know that we are hitting female moms that are busy, that are caregivers, they're the sandwich generation that are caring for kids and caring for their parents and they hang out here and they're exhausted and they need my product as XYZ.
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We're gonna use demo info.
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Great case for programmatic.
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If you have really specific account-based marketing, if you're in B2B and you've got really succinct data, you've got a few, like essentially companies that you want to prospect and go after, great use case for programmatic.
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So these are all going to be amazing ways that you can deploy this in real time.
00:06:28
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So let's talk about how then we've, I've kind of given you, I've painted a picture of the landscape, of the trajectory, of the ways that we can leverage programmatic, but how do we tactically deploy this?
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What do we, we talked about why, but how do we use this?
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So one case, as I kind of gave an example, is going to be demographic targeting.
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So if you've got a really clear picture of that demo, like I just stated, you are gonna be able to use that, but another is behavior.
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So if you've noticed,
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We are in post pixel post tracking post iOS era days back pre 2021.
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We used to be able to retarget and have cookies everywhere to be able to track data.
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And now we really want to as advertisers and as marketers get as much first party data names, emails, customer info directly from that customer, as opposed to relying on the platforms to get that because you and I don't want to be tracked.
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So the more first party data we can get the better.
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But what I love about programmatic is that we can use other targeting measures like I
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I don't know, IP addresses, physical location data that you may not be able to get from Google or get anymore from Meta or TikTok that we can get from device IDs on programmatic right now based on where people are physically going and spending time.
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Because again, we're getting multiple channels programmatic typically.
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We'll leverage a pixel similar to social media advertising.
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And so that's going to be one data point of many in order to capture this information.
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And so the pixel is going to be a great tool to be able to install that.
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But it's not the only one that we're limited to.
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What I really like about programmatic is we can really deploy behavior targeting and we can even, depending on the demand side platform that we use,
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serve ads to a specific location or physical address that we're visiting too.
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So very, very many use cases here where I have seen programmatic work.
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The best is usually deploying it as a top of funnel approach.
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And I'm going to talk about my marketing mix, but usually when I see programmatic work at its best, it's really going to be a top of funnel and then bottom of funnel retargeting play.
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So top of funnel, those are going to be your people that are hearing about you.
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They're curious.
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I see paid social work really well here in the same places.
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Whereas paid search is going to be a great middle of funnel.
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People have high intent.
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If they're typing your industry or they're typing your brand name, they're going to be looking for you.
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And then finally, programmatic is a great option to push them over the finish line to get them to know, like, and trust and to buy from you.
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So all great ways that you can use it as a part of your marketing mix.
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I'm curious, what questions do you have about programmatic?
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We've covered high level.
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What is it?
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Why do we use it?
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How do we use it?
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And let's talk about maybe why we shouldn't use it.
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So if you have a smaller marketing budget and you really need to drive leads, you really need to drive intent and you need increase any high intent platform.
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So in most cases, paid search.
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is going to be one of the best ways to do that.
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Because again, if they are searching for your DERM or your brand or what you do, it's not a matter of if they're going to buy what it is that you have to offer, it's who they're going to buy it from.
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Usually your job in search is to convince them to go with you and not your competitor versus top of funnel, bottom funnel is like, hey, let's create interest.
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Top of funnel is let's create interest in what we do.
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Bottom of funnel is let's get them over the finish line.
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Don't forget, don't delay, don't procrastinate.
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Let's get you to purchase.
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So
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Programmatic is going to be a great way to get in front of the right people to create that exposure, the touch points.
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If you're working with a sales team, it's going to allow you to have that affinity and familiarity for your sales team to sell.
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If deployed at the bottom of the funnel, it's going to remind them and get them over the finish line.
Navigating Demand Side Platforms
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And depending on the demand side platform too, which I guess I'll talk about a little bit here for a second, demand side platform is how you place these bids.
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So programmatic, just like any form of advertising is an auction.
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You are bidding for space to get your ads served in the algorithm.
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And in most cases, somewhere like Meta, somewhere like
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Google, you're going to just go and create an advertiser account on that platform.
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There's other places that you can do that too, but in most cases, you're going to create an ad account on that platform.
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For programmatic, you're going to need to find a demand side platform that creates bids.
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It's going to be easy for you to manage and set those bids for yourself.
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So there's a little bit more of a learning curve.
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If you're already a media buyer, replacing those ads, it's going to be easier for you versus there's a lot with programmatic to where it's going to be hard.
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If this is the first time that you're in paid media or placing bids, it's a little bit more complex to learn how to do that.
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But
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All of that to say, those are places where maybe you should look for demand side platforms.
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And then if you don't have, if you're strapped on budget or if you are really thirsty for leads right now, it may not be the best use of your marketing mix.
00:11:03
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Okay, that is all I have for you today.
Engaging with the Audience
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I wanna know what questions do you have?
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What surprised you?
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And what are you curious about learning more of?
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Again, this is our second episode after the relaunch.
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So I wanna hear from you.
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I wanna know what content is resonating, what you care about, what you don't care about, what you're like, Ashley, maybe talk more about this or hey, stop talking about that.
00:11:22
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We value your feedback.
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It helps us make a better show.
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So be sure to write us an email or comment and tell us more about what you want to hear about.
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That's all we got.
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I'll see you next time.
00:11:34
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Thanks for joining us this week on the Anya Mike podcast.
00:11:37
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We'd love to hear from you.
00:11:39
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Make sure to visit our website, anyamark.com, where you can subscribe and never miss a show.
00:11:45
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While you're at it, if you found value in this episode, be sure to drop us a five-star review on iTunes and share the show with a friend to help us to continue to influence more people to create maximum impact.
00:11:56
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Tune in for next week's episode, and we'll see you then.