Programmatic marketing is a type of marketing that uses automated bidding and placement platforms to buy and sell digital ads. It involves the use of software to buy and sell online display space, utilizing data insights and algorithms to serve ads to the right user at the right time, and at the right price. Programmatic marketing is a precision-targeted automated online advertising purchasing (and selling) and ad campaign tracking through an AI-driven ad network software platform.

When creating a programmatic marketing campaign, it is important to first think about who you want to be at a higher level and what your brand stands for. The best strategic approach is to begin with a broad target audience and then revise the campaign continuously as more data becomes available. Programmatic marketing can be especially valuable for B2B ad campaigns, as the target audience of key decision makers is often much smaller/specialized and therefore well-suited to a programmatic marketing approach.

Some key benefits of programmatic marketing include time savings, marketing continuity, increased conversions, and digital advertising ROI. Programmatic marketing is a data-driven targeting approach that is not possible with conventional display advertising that is purchased upfront.