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The Top 5 Reasons You Should Use Programmatic Advertising

Programmatic advertising is a fast-growing technology in the digital ad industry. Although the jargon makes it seem complicated, we can sum it up as a form of advertising that uses software to automate ad buying and selling. In short, it serves as an efficient connection between advertisers and publishers, and it has many benefits.

In this article, we’ll cover the top five reasons you should use programmatic advertising.

Higher Return on Investment

The purpose of any campaign is to deliver financial results, and programmatic ads are no different. The process is cost-effective, while its robust targeting capabilities let you create an effective campaign with a lower budget.

Advanced Targeting

In our experience at Softonic, refining your targeting criteria is essential to running a successful campaign. Programmatic technology has advanced targeting and tracking capabilities that make your ad campaigns that much more effective.

You can define your audience based on their interests, preferences, online behavior, demographics, and geographic location. The more specific your targeting criteria, the better the odds your ads will show to the appropriate users. It also allows you to show more relevant ads with contextual targeting.

Automation

The buying and selling process for programmatic ads are largely automated. There’s no need to spend countless hours negotiating with publishers or manually buying ad space. Not only does it cut down on time wastage, but it also helps negate human error and bias. The software can quickly analyze the available visitor data and decide whether an ad should be displayed or not.

Reduction in Ad Fraud

Login into account in email envelope and fishing for private financial account information. Vector concept of phishing scam, hacker attack and web security

The best programmatic advertising platforms help combat this problem by giving marketers significantly more control over when and how ads are displayed, and for a good reason. Ad fraud is a problem that affects both publishers and advertisers. 

According to research:

  • Bots account for 56% of overall website traffic.
  • 25% of publishers can’t detect or block non-human visitors.
  • 37% of ads are affected by bots.
  • 25% of video ad impressions are fraudulent.
  • Programmatic ads experience 73% more bot interactions than average.

In short, without safeguards in place, a significant portion of your ad spend is wasted on bot traffic.

Real-Time Optimization

Most traditional campaign results can only be analyzed once finished. You would then use the resulting data to optimize your next campaign. With programmatic technology, you can analyze campaigns and in real-time. It lets you manually improve your ad while the campaign is running, or you can let the software do it for you. That’ll achieve better results and improve engagement without wasting time or losing potential revenue.

Conclusion

There’s no denying that programmatic advertising has a significant amount of potential. It’s robust, effective, and financially rewarding. Additionally, reducing ad fraud and automating your buying process through programmatic technology can save both time and money. In short, it’s redefined how ads are bought and sold online, benefiting both advertisers and publishers alike.

Frédéric is a digital advertising performance expert and the Director of rev•amp at Softonic. As a business unit leader, Fréderic is responsible for the monetization and the success of the Softonic Publisher Network. Within rev•amp, Fréderic oversees Product, Business Development, and Account Management functions.
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