Guide to Programmatic Display Advertising

What is Programmatic Ad Buying?

Programmatic ad buying has changed the world of marketing forever.  Digital ads have become increasingly popular for advertisers who want to expand their reach to new audiences. In order to implement programmatic marketing into your own advertising strategy, you need to familiarize yourself with the basics. What does “programmatic display” mean, and how do you get started?

What is Programmatic Display Advertising?

Programmatic advertising involves the buying and selling of online ads through an automated process. This method is fast and more reliable than manual ad management. A marketer may use services or digital platforms to buy and manage the ads they need.

Automated marketing solutions are unique because they can identify members of your audience based on demographics, online habits, and more. They’re intended to provide a personalized experience so you can save time and draw in more prospective consumers.

Benefits of Programmatic Display Ads

Having programmatic display ads on high-volume websites gives your business an advantage by introducing more people to your content. Digital marketing is the way of the future, and there’s an even easier method of enhancing your strategies. When you invest in programmatic banner ads, you’ll experience multiple benefits, including: 

  • Greater reach: Buying ads through automated methods takes less time and energy than doing so manually. This expands your reach to more customers and, in the long run, helps you generate more business.
  • Improved analytics: Advertising platforms offer analytics that allows you to examine the lead quality, optimize marketing strategies, and more. With an automated platform, you can gather and analyze data more accurately and at a faster rate.
  • Better targeting: Data in advertising has made it easier than ever for companies to pinpoint members of their target market. Whether you’re looking for people with certain interests, geographical information, or browsing habits, programmatic marketing platforms can find them. 

Programmatic Targeting Options

A programmatic display ad campaign gives you access to a variety of flexible targeting options, including:

  • Look-alike prospecting: Look-alike prospecting uses behavioral data from your best customers to find new customers who meet similar qualifications and criteria.
  • Third-party prospecting: You can learn more about the groups of people who visit a website by using pre-established audience segments, also known as third-party data. This helps you find like-minded customers who may be interested in what you have to offer.
  • Site retargeting: Retarget consumers who have visited your website in the past. A little extra nudge in the right direction could encourage someone to buy.
  • Contextual targeting: Contextual targeting involves the analysis of web content and keyword strategies so you can draw in more customers.
  • Behavioral targeting: Internet users leave behind a trail of data when they surf the web. You can use automated marketing platforms to pursue new customers based on the products and services they’ve bought in the past.

Metrics to Measure

When you display programmatic banner ads, there are a variety of metrics to keep in mind. These are the metrics you’ll measure to determine whether your current strategy is working or if it’s time to make some adjustments. 

Running a successful automated ad campaign means keeping a close watch on metrics such as website traffic, ad impressions, clicks, conversions, fraud and safety, cost-per-action, revenue, and bounce rate. By knowing how many people are interacting with your ads, you’ll be able to make more informed business decisions. A programmatic display solution helps gather and analyze this data so you can focus on other projects.

Best Practices in Programmatic Marketing

How do you create an advertising campaign that’s effective, compelling, and cost-effective for your business? Here are a few best practices to keep in mind:

  • Optimize the landing page: Although the ad is the asset that draws in users, your website needs to be compelling and user-friendly enough to convince them to stay. Work on optimizing your landing page so it keeps users’ interest when they click.
  • Include mobile advertising: With more than 96% of Americans using cell phones, you need to implement ad strategies that cater to the mobile market. If you have yet to implement a reliable mobile advertising campaign, it could be a one-way ticket to expanding your reach.
  • Create memorable content and visuals: Creating compelling content, both visually and textually, is a major part of optimizing your campaign. Your content needs to be attractive and easy to digest so users are more likely to click and convert.
  • Be open to new strategies: Market demands are constantly changing as automated processes simplify the advertising industry. By being adaptable and embracing change, you can open up your campaign to more creative ideas and optimize your use of data.


There are a few terms you should know before getting started:

  • Real-time bidding (RTB): A common type of bidding, RTB allows advertisers to place bids on ad space in real-time. It’s a fast-paced process that you use to pay for ads based on impressions. 
  • Demand side platform (DSP): A DSP is a type of platform that buys and manages ads for you online.
  • Supply side platform (SSP): With an SSP, you can make extra money by selling ad space on your own websites and apps. 
  • Data management platform (DMP): If you’re looking to update your targeting strategy, a DMP helps you manage both first-party and third-party data.
  • Ad exchange: An ad exchange is a platform that allows business owners and advertisers to buy impressions from online suppliers.
  • First-party data: First-party data includes all information gathered by marketers about their consumers and target audience.

Contact AUDIENCEX to Learn More

With this guide, you have the tools and knowledge necessary to reach the audience you’re looking for more quickly. Learn more about digital advertising by browsing our programmatic display service page or contacting AUDIENCEX today.