Kiosk Solutions Issue 18 - Page 29

programmatic advertising Successful communication Programmatic advertising: what it is, how it works and how it can be used to create positive experiences for the target audience By OEMKIOSKS – Programmatic advertising is a trend that has come to stay. Over the last decade, the world of advertising has allowed brands and companies with unprecedented accuracy in reaching and activating their target audiences. Standardised advertising for all audiences no longer works. Customers and users of new technologies want and expect more personalised experiences more often. And the expansion of the media and customer data now makes ad purchase increasingly complicated. What is programmatic advertising? Programmatic advertising is a term which encompasses different technologies that automate the purchase, positioning, and optimisation of advertising, whether performed in real-time or near real- time, with different levels of control and automation. The main objective with programmatic advertising is simply to replace humans activities in the negotiation of advertising spaces. In a context of advertising purchase, the term ‘programmatic’ means the use of metadata to target the audience, based on different variables such as geograph- ical data, behavioural patterns, demo- graphics and interests etc. This gives ad- vertisers the ability to know exactly what medium to be, the right ad to display, at a certain time for the right audience. Programmatic advertising is dependent on real-time bidding (RTB) processes and platforms. Every time each page is opened, there’s an algorithm that looks for advertisers interested in the ad space on that page. And the advertiser who pays the most for the user of these pages gets the advertising space to advertise their product/service. The revolution has begun, programmatic advertising has changed the way advertisers buy advertising space with new standards in an increasingly technological industry, of which speed, personalisation and data KIOSK solutions 29