Programmatic has arrived and the machines are taking over. The idea of tailored advertising per person is now a reality. So, what does this mean to advertisers and consumers?
Imagine a world where you only got what you wanted?
If you got asked the question, would you like to control the ads you see? Most people would say yes. But if you told them they would have to give up some of their privacy, would they be more reluctant? Then remind them that most of this information is already being collected…
Everyone loves something for free and on the net this has never been more available. Though nothing is entirely free. With most free information or services including entertainment on the net, the only price you have to pay is being exposed to advertising. Most of us as consumers have learnt the best ways of getting around this and know we only have to wait a few seconds to hit skip or wait for the little ‘x’ button to close it. However, what if the advertising you were exposed to was only what you wanted to see or what was relevant to your life?
Being able to choose the types of ads your interested in would be a great option. If you have to see the ads anyway, why not choose to make them relevant, maybe even interesting and engaging in portraying your own desirable needs as opposed to just trying to close them as soon as you can.
Imagine a world where you only hit where it counts…
For the advertisers this could be a enormous game changer. If, they were only paying for the media space for consumers, that were interested, or deemed a good candidate. This could potentially save the advertiser plenty of money and let smaller businesses advertise to target consumers who would use their good or services, leading to a chance to grow their business through advertising without having to pay for pointless reach or product outlet.
Driving traffic to your site is always a big push for businesses online and with programmatic you are maximising your potential while saving money wasted on uninterested parties.
So what is programmatic?
Programmatic is the ghost in the machine. It collects data on consumer’s behavior online and through powers much faster than most media experts, which decides who and when is the best time to deliver a piece of advertising. There is a lot more to it than that but like me, is still in its early stages and has a lot more growth and potential.
Once the scary part of ‘they are watching you’ passes and people get the idea they are here to make life, on the overwhelming amount of information on the net more relevant.
Lets work with programmatic to change the perception of ‘advertising’ into ‘relevant information’ and everyone is a winner.