Advertising. At its core machine learning is about evolving. It's about getting more and more data to the point that it can make more accurate assertions. While face detection and images might start out poor, the system evolves and learns to the point where it becomes more accurate than a human. Imagine if you could turn that power to advertising. Imagine if you could show precisely write advertisements to precisely the right people at precisely the right times.

Imagine if your advertising campaign evolved to get more and more specific, so that an increasingly large number of viewers clicked on the ads and bought your products. The longer the campaign ran, the more your profits would increase and the less you spend on ineffectual ends. That is precisely how programmatic advertising works. And you can start using it right now. What is programmatic advertising. programmatic advertising campaigns allow marketers to buy native ads on a variety of publisher sites, while using smart algorithms to ensure that they are targeting the right viewers at the right times, all while remaining within budget.

Thanks for watching. bidding system that allows them to compete for impressions with other advertisers. In short, these campaigns give the precision and quality of native advertising like banner ads, while at the same time allowing for the control, adaptability and precision that you would get with a PPC campaign. The net result is ads appearing on the sites of carefully selected publishers, but only when and if they are likely to yield the best results. programmatic advertising uses a complex algorithm in order to identify your business's ideal customer, and then to figure out where they're likely to appear on the web. It will then show the ads in those places and then utilize a learning algorithm.

Instead of going from one publisher to another discussing rates, you allow a bot to do all the work for you. More importantly, though, this means that you won't waste money on an ad slot that no one looks at. Your ads will be chosen and honed by a smart algorithm. And the result will be that they get higher ctrs from the right targeted customers. RTB This is how programmatic buying is different from other PPC. Or just buying a banner ad on your favorite news site.

Giving you further control, meanwhile, is the option to use RTB or real time bidding. What RTB essentially means is that you are automatically entering into a bidding war, each time a page loads based on your predefined budget. These bidding wars allow your ads to compete with other advertisers around a large selection of different websites that all cater to the specific demographics and context that you have chosen. In other words, you will define that you want to target sports sites catering to an audience of males and their 20s to 40s. And from there, your ads will appear across the selection of those websites, which you can still curate in some cases, if you wish, based on the outcome of each little bit. This allows you to target your audience across a range of different sites and to avoid paying too much to do so.

On the other hand, direct buying is essentially a bulk order of impressions from a specific website or websites such as ESPN, you can still filter your impressions by a range of factors such as location Or browser, but essentially you will be targeting a specific site and securing a place on that precise spot. Direct buying is effectively a little more like advertising with a banner ad. While RTB is a little closer to the PPC model. Here you bid response across a range of websites, while still having a little more control. Deciding what will work best for you will depend on a number of factors. For instance, your budget is going to come into play as direct buying tends to be more expensive, because lower cpms won't have as many opportunities to appear.

It's also worth considering that RTB gives you more flexibility, more data and more control, you can identify which sites are working best for you at which times and for which viewers and then you can further tailor your approach accordingly. On the other hand, though, if you bid too low using our TV, then you risk your ads not appearing at all. This is in direct contrast to direct buys which essentially guarantee you your ad spot and that you will eventually be certain to get that number of impressions. This is Useful for a company with more concrete goals and a fixed timescale. Likewise, with direct buying, you will be able to more tightly control where your advertising appears and forge a closer relationship between your brand and that of the publisher. So different approaches will work for different marketers and for different purposes.

Your job is to decide which works best for you. And the best way to do that may be to dip your toe in and try them out for yourself. How to be more successful with programmatic buying. programmatic advertising has very quickly risen to prominence in the online marketing industry, and is an important new tool for any business that wants to reach a bigger audience. That said, though, even the best programmatic tools are only as effective as the people controlling them. So before you get ahead of yourself, consider these four crucial tips to ensure your success.

Don't forget the creative component, no matter how well targeted your ads are or how smart your campaign is in terms of exposure. If you haven't invested in the creative aspect, and those ads are going to fall flat, design your ads well and test to see which designs worked Best. Likewise, think about your brand identity, and how you can strengthen this even through ads that don't get clicked. Choose a programmatic partner who can help you with this aspect. Consider audience and context. Before choosing which publishers to work with, you need to look at the audience they are attracting as well as the context.

The ideal partner will be a site that writes about topics related to yours and targets the precise same demographic you are. In some cases, though, you won't be able to find both, unless you will need to select publishers that provide the best balance. And don't be tempted to ignore context of these situations. Because studies show that the same person is far more likely to click on an ad for golf clubs when they are on a golfing website compared with a new site. More to the point, someone who wants a wedding dress is only going to want that wedding dress during a particular time in their life. And this really demonstrates the importance of context be willing to spend to begin with the beauty of programmatic advertising is that you can directly manage your spending in real time.

To ensure you get the maximum exposure whatever your budget, however, it is highly recommended that you start out with a higher spending limit than you intend to continue with. As this will enable you to more quickly identify what works and what doesn't. Remember, you want more data and that means you want more clicks. As you tweak your campaign in response to stats and ROI, you will get closer and closer to the optimum setup. But if you don't spend the money upfront, then you won't be able to tell if your campaign is working because you won't win enough bids. Spend a little upfront and you'll save money in the long run.

Once you settle into your groove. Make sure your ads fit in. The downside of any automated advertising campaign is that you can lose that personal touch the benefits that come from working with a publisher to develop an advertising campaign that matches the tone and appearance of their overall site, and that they will help to promote throughout their content. Unfortunately, native advertising is difficult to scale which is why so many automatic platforms are popular. To be successful with programmatic advertising. This is something you need to get Consider your ad is targeting the right people on the right devices in the right context.

But is it the right fit for the job? This ad needs to look like a native ad in the same way that a banner ad would. Creating ads that will blend into a number of environments is one way to do this. Another is to choose a tool that allows you to select the brands you want to work with. And then to choose those that are already closely aligned with your own goals and style.