Programmatic advertising has grown in popularity and has become a key aspect of digital advertising, but there are several myths that persist about it. Here are a few examples:
Programmatic advertising is only for large brands and agencies: Programmatic advertising is not just for big brands and agencies, it can be used by any business, regardless of its size. Demand-side Platforms (DSP) have self-service products where all it takes to get started is a credit card.
Programmatic advertising only targets low-quality inventory: Programmatic advertising allows advertisers to access high-quality inventory from premium publishers, and not only the low-quality one. DSPs have transparency into where your ads run, down to the URL level. And you can block categories, such as politics, as well as specific publishers.
Programmatic advertising is only for display ads: Programmatic advertising is not just for display ads, it can also be used for video, audio, and native ads. When picking a DSP, make sure they support all ad formats, even if you only want to start with one, to ensure you can grow with your DSP partner as you grow your advertising strategy.
Programmatic advertising is only for direct-response campaigns: Programmatic advertising can be used for a variety of campaign objectives, such as direct-response, branding, and retargeting.
Programmatic advertising is not transparent: Programmatic advertising is becoming increasingly transparent, with more and more platforms offering detailed reporting and analytics to give advertisers visibility into where their ads are being shown.
Programmatic is only for desktop: Programmatic advertising can be used on all types of devices, including desktop, mobile, and connected TV (CTV). In the near future, virtual reality (VR) and augmented reality (AR) will also support programmatic advertising.
It's worth noting that programmatic advertising is not a one-size-fits-all solution, and it may not be the best choice for every business or campaign. It's important to evaluate the specific needs and goals of your business before deciding if programmatic advertising is the right fit.
If you need help developing your programmatic ad strategy, selecting a DSP or want to discuss advertising in general, feel free to reach out!
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